Conexión Consorte: Reaching Hispanic Voters Online

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Online marketing expert Consorte shares insights for connecting with Hispanic voters

Consorte Media, a leading online marketing firm targeting the Hispanic market, is highlighting the huge opportunity for political candidates, parties and other stakeholders to reach out to Hispanic voters online this election season. U.S. Hispanics are moving online faster than any other segment of the population, and there are now more than 20 million U.S. Hispanics online. In fact, one out of every ten Internet users in the U.S. is Hispanic. U.S. Hispanics also spend more time online and average more page views than the U.S. general population.

Key tips for reaching U.S. Hispanics voters online include:

  • Use a targeted approach: U.S. Hispanics are a diverse group. Appeals that do not address their unique wants and needs will largely be ignored. The only way to understand this multivariable and complex group is to target based on what people are actually doing online instead of relying on assumptions or generalizations. Consorte recommends data-driven campaigns that include testing and optimizing messages, looking beyond big portals to targeted sites, as well as using behavioral targeting to pinpoint the messages and sites that will deliver the highest conversion and impact.
  • Don't rely solely on Spanish-language messages: Candidates that want to successfully reach Hispanic voters will fail if they simply translate ads into Spanish. Consorte has found that an English-language message that makes a cultural reference often resonates more deeply with U.S. Hispanics than the same ad in Spanish.
  • Pay particular attention to the youth market: Candidates courting young Hispanic voters can find them online. Hispanic online users are younger than their non-Hispanic counterparts. Forty-seven percent of Hispanic online users are less than 35, versus 34 percent of their non-Hispanic counterparts. In fact, per the 2006 U.S. Census, 63 percent of U.S. Hispanics are under the age of 35, versus 45 percent of the general market.
  • Think outside the box when buying media: Many advertisers assume that all Hispanics just go to one or two sites, like Spanish-language portals, but the reality is that Hispanic surfing and online behavior patterns are highly eclectic and a "one-size-fits-all" approach does not work. For example, 71 percent of Hispanics online use social networking sites and 39 percent watch videos online.

"This election has brought Hispanic voters to the forefront, so for the first time many people are thinking beyond stereotypes in how to reach this diverse group," said Alicia Morga, CEO of Consorte Media. "One of the best ways to connect with Hispanics is online, and reaching them requires a targeted, multi-faceted approach."

About Consorte Media

Consorte Media is a leading online marketing firm targeting the Hispanic market. Consorte's Premium Publisher Network, with a reach of more than one billion high-quality impressions, gives advertisers unparalleled access to a diverse Hispanic audience and provides breadth and depth to advertisers' Hispanic marketing programs. Consorte works with advertisers to develop integrated campaigns that leverage a full range of marketing media, including banners, video, contests and promotions. Consorte's solutions are powered by a proprietary technology platform that provides superior targeting capabilities and sophisticated data analytics, delivering higher ROI for advertisers while increasing the value of ad inventory for publishers. Consorte Media is a privately held company based in San Francisco, Calif. For more information about Consorte, please visit http://www.consortemedia.com.

Sources include: eMarketer, October 2007; ComScore Media Metrix, December 2004; Jupiter Research/Ipsos-Insight Individual User Survey, 2005; ComScore, Young Latinos Online, 2007.

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