Gustavo Aparicio, CEO of Spanglish Movies and Albert Yu, Chief Revenue Officer at ElementalTV
As of July 1, 2023, the Hispanic population in the United States made up 19.1% of the total, or 65.2 million people, with expectations of doubling by 2060.
Despite this significant demographic, brands allocate only 4% of their advertising budget to Hispanic-targeted efforts, according to the Hispanic Marketing Council.
Hispanic buying power is projected to more than double from US$1.1 trillion in 2010 to U$2.8 trillion by 2026, representing a 2.6x growth versus 1.9x for non-Hispanics. Brands that fail to engage with this community are leaving substantial opportunities on the table.
These figures reflect not just a missed business opportunity but also a deep cultural disconnect. As we celebrate Hispanic Heritage Month, it’s vital to address this gap in multicultural marketing.
Most brands take a generic approach when targeting Hispanic audiences, often simply translating English campaigns into Spanish, missing the cultural nuances that resonate with these consumers. The result? Campaigns that feel inauthentic and fail to make a meaningful impact.
To connect effectively, brands must advertise in Spanish and align with Hispanic passions. A common misconception is that U.S. Hispanics are moving away from their language and culture, but this is far from the truth.
The Hispanic Marketing Council reports that 89% of Hispanics seek out content in their preferred language and 49% purchase from brands advertising in inclusive content. Kantar’s US DEI Monitor 2023 found that 64% of Hispanic consumers seek brands that recognize their culture and traditions, while 58% say their culture influences their purchasing decisions. It’s not just about language but understanding values and cultural diversity within the Hispanic community, which varies greatly by origin, generation, and region.
Spanglish Movies, a certified Minority Business Enterprise (MBE), delivers exclusive Hispanic content, helping advertisers tap into this valuable audience. Through global multicultural content partnerships, Spanglish Movies aims to create a sustainable industry that consistently offers high-quality, diverse content.
“Our authentic titles are not just translations; they provide culturally rooted stories that resonate with our audience, offering brands a chance to genuinely connect with Hispanic consumers,” said Gustavo Aparicio, CEO of Spanglish Movies.
In addition to content distribution, Spanglish Movies utilizes ElementalTV’s AI-powered Smart Curation engine to empower publishers with rich audience insights and contextual signals. This partnership between ElementalTV, an innovator in data-enriched CTV advertising, and Spanglish Movies provides advertisers with a powerful solution to engage with Hispanic and Latin American audiences through nuanced multicultural understanding.
“By merging ElementalTV’s AI-driven targeting with Spanglish Movies’ exclusive Hispanic content, we’re transforming how advertisers engage the U.S. Latino community,” said Aparicio. “This is the future of CTV advertising, where impact meets authenticity.”
Albert Yu, Chief Revenue Officer at ElementalTV, added, “Our collaboration is driven by the shared goal of reaching Hispanic audiences with advanced CTV solutions. Despite the growing influence of Hispanic consumers, advertisers often lack comprehensive data, leading to ineffective campaigns. ElementalTV’s AI technology elevates Spanglish Movies’ inventory, offering premium, contextually relevant ad packages.”
With the competitive advertising landscape, the Hispanic consumer is a “swing vote” for brand growth, much like their pivotal role in elections. To succeed, brands must connect genuinely and consistently.
It’s not enough to invest during Hispanic Heritage Month or run a one-off campaign. Brands need partners like Spanglish Movies that understand the cultural nuances of this market and offer year-round, relevant content. With its extensive catalog of exclusive Spanish-language films, Spanglish Movies helps brands build long-lasting loyalty.
The path to winning over Hispanic and LATAM audiences is clear: consistency and authenticity. Brands relying on superficial, short-term efforts will not make a lasting impact. By partnering with Spanglish Movies, advertisers can tap into a trusted platform that Hispanic viewers respect and love.
In a marketplace where culture meets commerce, it’s time to stop viewing the Hispanic demographic as a segment and recognize them as key consumers. Brands that align with Spanglish Movies are not just advertising—they’re building lasting connections with a vibrant community.
The days of treating the Hispanic community as an afterthought are over. With their growing economic power and cultural importance, it’s time for brands to invest meaningfully in this community. Spanglish Movies offers the perfect platform to do so.
For brands serious about reaching this dynamic audience, the time to invest in authentic, culturally resonant content is now.
