Research: Geotargeting to Hispanic Audiences: Who Leads?

Geotargeting advertising to Hispanic online audiences can target specific states, towns and even zip codes. However, geotargeting on a mass scale happens when online media properties outside the U.S. serve specific ads to U.S. based IP’s. E.g. Argentinean website Clarin.com can show ads from an advertiser wanting to reach a U.S. Hispanic audience when Clarin.com is seen from a U.S. based IP and an ad from a company that wants to reach the Argentinean consumer when seen from an Argentinean IP. The beauty is that these media properties do not necessarily have to produce any new content , but just monetize the often substantial audience they get outside their core market.

Because of the wealth of their Spanish-language content, major media groups in the Spanish speaking world (outside of the U.S.) are competing head to head with U.S. based media properties to monetize their Hispanic audiences. The below ranking of the top 11 online media properties that exclusively reach Hispanic audiences shows three major groups. Periodicos Asociados Latinoamericanos (PAL) is a group of Latin American online properties published by newspapers including Argentinean Clarin.com. Earlier this year, Spanish newspaper site El Mundo America joined the group. El Mundo America does have an editorial team in Miami, although a substantial part of its U.S. Hispanic traffic is derived from its sister Spanish-language newspaper ElMundo.es.

Grupo Diarios America, the Latin American newspaper group that includes Argentina’s La Nacion, Chile’s El Mercurio and Mexico’s El Universal is another major force and recently introduced GDA Digital. So is Spain’s Grupo Prisa, which owns online properties like Elpais.com and marca.com. 

Finally, Mexicos’ Grupo Televisa has also an important following in the U.S. Mexico’s Televisa does produce some of its content out of the U.S.

Hispanic online Audiences also heavily visit non U.S. based properties

Online Property

Unique Users (in thousands)

Main Target of published Content / Content Production Base

1. Univision

4574

U.S.

  1. Terra -Telefonica

3306

U.S.

  1. Yahoo! En Español

2289

U.S.

  1. PAL

1697

Latin America

  1. MSN Latino

1696

U.S.

  1. Batanga Network

1611

U.S.

   7. GDA Digital

1451

Latin America

   8. Orange Sites

1387

U.S.

  9.  AOL Latino

1250

U.S.

  10 Grupo Prisa*

1200

Spain

   11. Grupo Televisa

1047

Latin America (Mexico)

 

Source: ComScore August 2011 rankings and Portada
* Source Grupo Prisa citing ComScore data

 

Next week: Geotargeting to Latin American Audiences


Trackback from your site.

MORE FROM PORTADA


4 Essential Takeaways From Portada New York’s Conference

4 Essential Takeaways From Portada New York’s Conference

#PortadaNY was a great opportunity for attendees to discuss passion-point marketing's most imminent issues. Karina Masolova, Contributor at Large for Portada, has put together the following recap of essential takeaways from yesterday's panels.


#PortadaNY Soccer Marketing Key Takeaways from Allstate, Comcast, NYCFC and Scouts Sports and Entertainment

#PortadaNY Soccer Marketing Key Takeaways from Allstate, Comcast, NYCFC and Scouts Sports and Entertainment

Portada New York included two sports marketing panels, featuring Portada board member and Allstate Director of Sports Marketing Daniel Keats, Comcast’s Hispanic Marketing Director Alejandro Solorio, Portada board member and EVP, Managing Partner, Scout Sports and Entertainment Michael Neuman, and Jon Patricof, president of the New York City Football Club.