Monica Gil of Nielsen: Latino consumers are one of today’s most reachable and dynamic targets

Monica Gil, senior VP of public affairs and government relations for the audience ratings company Nielsen, indicated to PRODU how important it is for advertisers to connect with Hispanic users through digital platforms.“The rate at which Latino consumers use television, smart phones, social networks and online video makes them one of today’s most reachable and dynamic targets. A combination of factors among young people and the community in general, involving the culture and language preferences, positions Hispanics as large-scale consumers of media at the forefront of technology – which means that companies in the consumer-goods market simply cannot ignore them” Gil said.The executive said that when considering the importance of penetrating the Hispanic and multicultural markets, there are three details that advertisers must remember – the sustainability of the culture, language issues and the growth of the Latino demographic.“By establishing a direct dialogue with Hispanic and multicultural consumers, advertisers can exploit the energy of the biggest, fastest-growing minority in our country. Through an understanding of their unique behavior patterns and product preferences, companies will be able to take advantage of Latinos’ purchasing power, a crucial component of the new economies in America and worldwide” Gil said.