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Hector Hernandez of McCann Worldgroup: The digital ad budget is not proportional to Hispanic interest in all things digital
Liz Unamo| 18 de abril de 2018
Hector Hernandez McCannWorldwide
According to McCann Miami’s Chief Digital Officer Héctor Hernández, it’s essential to start participating in events like Hispanicize, because the agency faces increasingly bigger challenges across the U.S. “From the Miami office our network is spread very widely, but we somehow lack a bit of connection with the Hispanic market – so I think this is a tremendous first step to start getting involved,” he told PRODU. The executive – who was on the Trends in the Multicultural Market panel – highlighted Latino leadership in digital media. “We see how Hispanics top numerous metrics, which in turn showed that digital should always be a priority in targeting Hispanics, which isn’t necessarily so right now.” There is still an important gap in terms of trust and online purchasing habits.”We’re on the right track, but not necessarily there yet as a community.” As for brands’ digital sophistication, Hernandez said it’s time for bigger budgets. “It’s been proved that Hispanics are more prone to use digital media and act according to the advertising they see on digital. However, its place in the marketing budget continues to lack importance although it has gained more and more terrain.” In the Hispanic market there continue to be interesting opportunities for agencies specialized in the segment because “we are still the biggest minority,” Hernández said.
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