Earlier this month, Captura Group founder and CEO Lee Vann analyzed how English-language Hispanic digital platforms such as BeingLatino.com – our sister company – compare with bigger media sites as an alternative way to reach Latinos in English. Below is an excerpt of Vann’s analysis.
By Lee Vann, Captura Group
81% of the 34 million online Hispanics prefer English or are bilingual. This reality coupled with the flood of advertising dollars that political campaigns will invest to sway the critical Latino vote make it an interesting time to look at English digital platforms that target Latinos.
Digital advertising tactics such as search, behavioral, re-targeting and contextual targeting have emerged to allow marketers to reach English preferring Hispanics, but they all require a relatively high level of expertise to execute. Today, brands looking to reach online Hispanics in English have another option thanks to English language digital platforms that target Latinos.
I took a quick look at the market of Latino themed, English language digital platforms and found that a couple of upstarts are challenging traditional media companies. I am sure that the competition to reach online Hispanics in English will heat up as a result of the following market dynamics.
• There are not that many players
• There is no clear leader
• Low barriers to entry provided by social media
• The ad dollars associated with the upcoming election
• The importance of the Latino vote
Below is a summary of some of the players targeting online Hispanics in English today.
Two startups that had the foresight to cater to online Hispanics in English are Guanabee and Being Latino. Founded in 2006, Guanabee is a hip, Latino lifestyle and news site. Being Latino is just over two years old and pegs itself as an online magazine that that educates, entertains and connects Latinos.
Several big media companies…
Read more here.