MERCADEO Versión en español
Lee Vann from Captura Group: Investing in advertising in Hispanic media in the U.S. increases sales
Manuela Walfenzao| 19 de mayo de 2016
Lee Vann, CEO of Captura Group, attended the annual AHAA conference in Miami and explained he obtained great insights. “I walked away with a wealth of knowledge, inspiration, and overwhelming positivity about Hispanic marketing” he said.During the conference to celebrate AHAA’s 20th anniversary, Van discovered their Hispanic Market Guide. “The guide not only serves as a directory for AHAA member agencies, but also highlights various Hispanic marketing studies published by AHAA” he added. “Among the most important findings is that shifting English media dollars to Hispanic leads to sales growth. In their 2015 Ad Allocation Report, AHAA analyzed the impact of shifting advertising dollars to Hispanic-dedicated efforts for the top 500 U.S. marketers and found that over the past five years, this group of marketers increased Hispanic advertising spending 63% from $4.3 billion in 2010 to $7.1 billion last year” pointed out the CEO. Vann analyzed this study and feels it is important to delve further into the digital media consumption habits of Hispanics in the U.S., even though they are currently difficult to quantify. “Hispanics are consuming digital media at higher rates than their General Market counterparts, and demonstrating a voracious appetite for social and video content consumed primarily on smartphones. What would the results be if the AHAA report included investments in Hispanic digital media?” he ended.
