In an excellent article by Joe Kutchera of ContextWeb on the MediaPost website, Joe shared a number of techniques being used by various experts in the field to more effectively target U.S. Hispanics online.
The specific methods that he covers to more effectively segment and reach the audience include:
Geo-Targeting - IP targeting to specific countries, states or DMAS to reach U.S. Hispanics visiting Latin American sites and Latin American audiences visiting U.S. based sites.
Behavioral Targeting- using collected on web-browsing behavior, such as pages they have visited or e searches they have made, to select which advertisements to display to that individual. Unfortunately, however, there is not enough money going into this type of targeting for online Hispanics.
Search - the experts recommend buying keywords in both Spanish and English to reach English and Spanish dominants in addition to the bilingual segment.
Contextual Targeting - placing relevant banners near content.
Content Category Targeting- buying online media across specific content sites.
Creative Re-Targeting - Delivering a cookie to a user who has been served a particular ad and following them throughout their experience with the same messaging.
Spanish-language Browser Targeting - targeting the segment of the audience that has set their browser to Spanish.
Read the whole article on MediaPost
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