iab latino lunch, october 6, 2010
DESCRIPTION
TRANSCRIPT
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with case studies and insights from:
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Engaging Hispanic Consumers on Digital Platforms
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Overview
Market opportunity
Consumer profiles: Latinos who use the Internet
Leaders in marketing to Latinos online Best Buy American Family Insurance Babycenter en español (Johnson & Johnson)
Your questions
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Market Opportunity
U.S. Latinos Online: a driving force
Download at: www.IAB.net/us_latinos
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Market Opportunity: Hispanics Online
30 million or 60%, online at least once a month (eMarketer)
2014, 39.2 million or 70%
54% are Spanish-dominant or bi-cultural (AOL Hispanic)
61% said “When I need information the first place I look is the Internet” (Simmons NCS/NHCS)
41% are very or somewhat likely to take action after viewing a banner ad (ARAnet/eMarketer)
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Market Opportunity: Hispanics Online
61% made a purchase online; Average spend of $746 (Scarborough)
17.2% of Hispanic females plan to increase online spending (BIGresearch/Televisa)
78% penetration rate of wireless services among Hispanic teens (ANA/Dieste)
48% of Hispanics text message (Scarborough)
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Consumer Profiles
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Madeline and Ricardo
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Elizabeth
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Mike and Monica Melone
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Alfonso: $40 Billion spent in U.S.
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Engaging Hispanic Consumers OnlineQ&A with
Ana Grace, Jose Rivera, and Jon Stross
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Best Buy en español
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International Splash Page: Best Buy
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XBOXLaptop Cameras
Thanksgiving Buy Online Deal of the Day
Three Kings
Promotional Holiday Banners
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AmFamLatino.com
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AmFamLatino.com: Interactive Home
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AmFamLatino.com: Interactive Home
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Facebook: Geo-targeting by agent
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Distribution to MSN
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Mobile Applications
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Targeting Latina Moms: Maria
“I am 19 weeks pregnant and I subscribed to the English site at 8 weeks. A few weeks ago I switched to the Spanish site and I like it more because you really take into account the Latino perspective.”
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BabyCenter En Español, México and España
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BabyCenter.com – Hispanic Families
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Latino Link: Building brands online with Hispanic communities and content
Buy Latino Link on Amazon here:
amzn.to/LatinoLink
Download a sample chapter at:
JoeKutchera.com/LatinoLink