MERCADEO Versión en español
Karina Dobarro of Horizon Media: U.S. Hispanics Drive Market Growth
Manuela Walfenzao| 12 de febrero de 2019
Karina Dobarro, senior VP and Managing Director of Horizon Media for the multicultural area, believes the Hispanic market continues to grow, not only in size but also in purchasing power. “What we have witnessed in many categories is that Hispanics are the ones currently driving growth, whether in automobiles, mass consumer goods or retail sales, and in many other areas as well. It is therefore increasingly important that clients understand how they can reach this target group,” she said. Facing the dilemma of advertising in Spanish or in English, Dobarro said the best is a balance of both. “We know that Hispanics in the U.S. use as many media in English as in Spanish, so we’re trying to achieve the same kind of balance we already have in the general market to reach this audience. When it comes to digital, for example, we address the audience no matter where they are, so if they want content in English, we can place ads in Spanish because we know they’re going to connect with them. So it really has to do with following the audiences wherever they are,” she added. One of the top success stories involves a well-known telecommunications company in the U.S. “To tell the truth, it wasn’t doing very well in the category, but when it shifted towards multicultural, and specifically to Hispanics, its participation rate increased significantly. A third of their new subscribers are now Hispanics, so it was really worth making a pitch to that audience, not only with media targeting the sector, but also with creativity that did the same, and with all the other assets available to reach that ethnicity.
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