AudienceScience Enhances Hispanic Audience Targeting Solution for Advertisers

AudienceScience® announced the launch of AudienceScience Hispanic Audience Targeting, a solution enabling advertisers to reach up to 70 percent of online Hispanic consumers across a network of thousands of Spanish and English language Internet sites. With its acquisition of Hispanic targeting leader Consorte Media in 2010, AudienceScience has continually grown its access capabilities to one of the fastest growing online audiences.

AudienceScienceeMarketer predicts that the Hispanic online population to grow by nearly 10 million people between 2010 and 2014, and U.S. Census results due in the coming weeks could boost that estimate even further. Next year, eMarketer forecasts 32.2 million, or 62.9 percent of the U.S. Hispanic population, will be online. According to a report by Research and Markets, U.S. Hispanic purchasing power is projected to reach as much as $1.3 trillion by 2015, equaling a projected 12 percent of overall U.S. purchasing power.

Advertising agency partner Fraser communications has been leveraging AudienceScience in their First 5 California campaign that provides health, education, services and support for California’s expectant parents and parents with children up to age 5.

“We are constantly looking for ways to effectively use the dollars budgeted to our clients. Benefitting from solid audience targeting capabilities, like those provided by AudienceScience, enables us to reach our target Hispanic audience with scale like never before,” said Genny Drennen, director of digital media at Fraser Communications responsible for managing the marketing efforts for First 5 California. 

AudienceScience’s Hispanic Audience Targeting taps into that power by offering marketers a reach of over 19 million unique Hispanic visitors per month. The company’s industry leading network, combined with the targeting technology of The Audience Delivery System, provides both the scale and the audience platform for advertisers to reach Hispanic consumers with relevant messages at exactly the right moment, regardless of language barriers.

AudienceScience Hispanic Audience Targeting comprises the following solutions and capabilities:

  • Consorte Hispanic Channel: Reach Spanish-speaking Hispanics on Spanish media.
  • Bilingual Hispanic Audience Targeting: Reach bilingual Hispanics on English language media.
  • Hispanic Audience Targeted Segments: Target Hispanics with specific interests and intent on English or Spanish language content. Interest/intent categories include Auto, Demographic, Entertainment, Lifestyle and Custom audiences. To find out more about Hispanic Audience Targeting segments visit www.AudienceTargeting.com.

“AudienceScience Hispanic Audience Targeting offers unprecedented reach and relevance into this powerful market segment to provide results for clients, like Genny who are targeting this robust demographic,” said Jeff Hirsch, president and CEO, AudienceScience

Recent research also suggests that Hispanics make an ideal audience for targeted advertising. comScore notes that U.S. Hispanic consumers expect advertising to be entertaining and many enjoy watching advertisements; additionally, 35 percent state that they remembered advertised products when shopping, and 30 percent state that advertising helped them choose products to buy for their children. A study by digital advertising company Terra found that 36 percent of Hispanics versus 24 percent of non-Hispanics said that internet advertising has motivated them to go to a retail store, and 35 percent said that an online movie campaign influenced their decision to see a movie.

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