In a year where caution defines marketing decisions and every dollar must be justified, the question remains more relevant than ever: Where is the audience, and how can brands reach them effectively?

According to Jessica Ricaurte, Chief Revenue Officer at Adsmovil USA, the answer begins —and ends— with a clear focus: the Latino market. “Adsmovil 100% focuses on the Latino consumer,” Ricaurte affirms. “We believe this is where the real growth audience lies for the economy.”

But tapping into that audience takes more than broad demographic assumptions. It requires data —first-party data— and a strategic understanding of behaviors, language preferences, and daily routines.

“This consumer may be bilingual, Spanish-preferred, or English-dominant. They might be in the market for a car in the next three to six months. And we need to know: are they outside, where we can reach them via digital out-of-home? Are they in the car, engaging through audio? It’s about connecting those dots and delivering the right message at the right time.”

In today’s marketing environment, precision isn’t just desired; it’s required. And for Adsmovil, that means leaning fully into programmatic. “This year is all about efficiencies,” Ricaurte explains. “That’s what programmatic delivers: an efficient path to supply. Brands want transparency, they want control, and most importantly, they want measurable results.” While the trend toward programmatic has been building for years, Ricaurte notes that Hispanic activations still face some hurdles in that space — but the shift is undeniable.

WHAT BRANDS WANT: GEN Z AND CULTURE

When it comes to brand priorities in 2024, two trends are standing out. First, everyone wants Gen Z and with good reason. This generation is not only diverse but also influential, creating a ripple effect that impacts families and communities. Unless a brand falls into a niche category like pharma, Gen Z is the top target. Second, and perhaps more importantly, there’s a growing focus on culture. “More and more brands are telling us they want to be in culture,” Ricaurte says. “It’s no longer just about targeting ‘Hispanic’ or ‘Black’ or ‘AAPI’ consumers in silos. It’s about showing up in relevant cultural moments that transcend categories.”

For Adsmovil, this represents an exciting shift and a call to action for platforms and marketers alike. In an era of cautious spending, cultural intelligence, and precision targeting, Adsmovil USA is positioning itself not just as a media partner, but as a growth engine for brands looking to authentically connect with the U.S. Latino market.

As Ricaurte puts it: “It all comes down to reaching the right consumer, at the right time, with the right message, and doing it in a way that proves real ROI.”