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
Unique Users (in thousands)
Main Target of published Content / Content Production Base
7. GDA Digital
8. Orange Sites
9. AOL Latino
10 Grupo Prisa*
11. Grupo Televisa
Latin America (Mexico)
Source: ComScore August 2011 rankings and Portada
* Source Grupo Prisa citing ComScore data
Next week: Geotargeting to Latin American Audiences