With the growth of Hispanic Internet industry, there is a lot of interest in which categories have the most potential. The categories with the highest year on year growth rate in terms of internet marketing (April 2004-March 2005, compared to the same period of the prior year) are automotive, telecommunications and travel, which are also growing in the general Hispanic advertising market. A recently published Jupiter Research forecast of general market online advertising growth predicts that the financial category will grow the most to US $1.69 billion. Online ad-spending in media & entertainment, automotive and travel is also expected to increase significantly. For the Hispanic market, automotive and financial categories look strong going forward. The figure above shows that the Hispanic market as a whole is growing at a very high rate (26%), albeit from a low base (see “Hispanic online advertising, a force to be reckoned with,” page 28, Portada® No. 14, February/March 2005).
Titulo: Huge growth in automotive and telco
Category | Total | % Share of | % change |
Brands/Campaigns | (from previous year) | ||
Retailers | 176 | 14.40% | 4.10% |
Media – Online (Portals & Content Sites) | 161 | 13.10% | 30.90% |
Financial Services, & Insurance | 140 | 11.40% | 34.60% |
Automotive | 131 | 10.70% | 56.00% |
Telecommunications | 90 | 7.30% | 55.20% |
Travel | 75 | 6.10% | 41.50% |
Government and Non-profit Organizations | 74 | 6.00% | 37.00% |
Media: Print, Radio & TV | 59 | 4.80% | 28.30% |
Consumer Products | 51 | 4.20% | -31.10% |
Educational Services | 43 | 3.50% | 26.50% |
Net Totals: (all results) | 1225 | 100.00% | 26.70% |
Source: Hispanic WebMonitor, a service of Media Economics Group
Note: Category ranking results for brands/campaigns from Apr-2004 through March-2005
