Best of 2012: No doubt about it, online advertising is booming

Through the Special Coverage: The Best of 2012 being rolled out by PRODU Hispanic Publicidad, we remind everyone how online advertising is booming in America, and how this has influenced advertisers’ marketing strategies, making it a medium they can’t do without when communicating with consumers, especially Hispanics who are online so much of the time. Emarketer predicted a 19.2 percent increase in users of social media compared with 2011, when social networking racked up 1.43 billion followers.How has the Hispanic market reacted to this phenomenon? Giuliano Stiglitz, CEO of Orange Advertising, observed that “Hispanics are trendsetters when it comes to making use of online technology and advertising, not only on the Web, but of everything that comes in a video or mobile format. We’ve no doubts at all that the best is yet to come.”For his part, Patrizio Spagnoletto, VP of global B2B marketing for Yahoo!, was sure that most people who will be online in the coming years will be there using mobile devices. “What we’re seeing is that companies like Yahoo!, plus many of our associates and advertisers, are looking into much more creative and strategic ways to reach consumers over these new platforms. Big advertisers really like the idea of having their messages surrounded by high quality content and experiences,” he said.