Mexican Companies, keen to target U.S. Hispanic Audiences

US. Hispanic media properties, most notably Univision but also online ad networks including Batanga, have sales offices in Mexico City specifically targeting Mexican advertisers who want to reach Hispanic audiences.  Mexican corporations are eager to target Mexican inmigrants in the U.S., who not only can buy products and services for themselves but also for their relatives back home.  These Mexican companies tend to have a high brand equity among U.S. Hispanic consumers of Mexican origin. Advertising to U.S. Hispanic audiences makes a lot of sense for retailers like Grupo Liverpool and Elektra. To geotarget online advertising to U.S. Hispanic audiences is an option, but so are TV and print advertising.  Elektra, for example,  advertises in magazines of  Miami based, Maya Publishing Group, itself owned by Mexico City’s Notmusa,  such as TV Notas. 

Survey at Portada’s Mexico Forum

According to a survey during Portada’s  Mexico Media and Advertising Forum Mexico City last October, most Mexican marketers believe that belonging to the Latin culture gives them first-hand knowledge of the U.S. Hispanic market that can be put to their advantage. Many of them said that sharing the same language, values and customs of the Spanish-speaking community ensures greater consumer awareness of the Hispanic market. It makes sense since approximately 70% of the Hispanic population in the U.S. is of Mexican origin. 
 
In fact, many executives interviewed believe that the research tools developed specifically for the Mexican consumer can also be applied to the Hispanic market. One executive summed it up this way: "We have a close link to the feelings of the Hispanic world."

 
México for export ?
Many of the executives interviewed also believe that Mexico has great potential for innovation and that this feature can be exported to Latin American markets and the U.S. Hispanic market. They also believe that providing good service on a tight budget is a know-how possessed by most professionals in Mexico and that this in itself is a big plus that can be exploited in other markets.


Trackback from your site.

Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

MORE FROM PORTADA

#Portada16: Are Multicultural Media Buying Agencies Necessary?

#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.


Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate, the next generation global content leader, and Univision Communications Inc. are teaming to launch a premium subscription video on demand (SVOD) service for the booming Hispanic movie-going audience in the U.S.The new premium on demand movie service will tap base of more than 50 million hispanic consumers in the U.S.


IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world.