Boost Response from Hispanic Consumers with the Right Video Strategy

BY Rachel Cagle
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If Hispanic consumers are among your client’s target audiences, they NEED to utilize video ads.

Boost Response from Hispanic Consumers with the Right Video Strategy

Video’s Reach

According to a recent article by MediaPost, Hispanic consumers over-​index on video streaming services compared to the general U.S. population. On average, Hispanic consumers have 3.9 paid and free video streaming subscriptions. According to AudienceSCAN on AdMall by SalesFuel:

  • 56.3% of streaming video service subscribers with four or fewer subscriptions watch between one-​to-​five hours of TV via streaming services every day
  • 60.4% of streaming video service subscribers with five or more subscriptions watch one-​to-​five hours of TV via streaming services daily

Hispanic consumers make up 18% of the U.S. population and control 10% of U.S. spending. So, if your client hasn’t incorporated them into their video strategy, they’re missing out on a key demographic.

What They’re Watching

There are a few streaming services that Hispanic consumers subscribe to more than the U.S. population as a whole:

  • Netflix: 80% of Hispanic consumers have a Netflix subscription
  • Amazon Prime: 60%
  • Hulu: 59%
  • Disney+: 56%
  • HBO Max: 51%

Hispanic consumers also over-​index on interest in sports. Examples include football, baseball, basketball, boxing, and both Latin American and Spanish soccer leagues.

No matter the TV programming they’re watching or where, Hispanic consumers really enjoy content from their countries of origin. Unfortunately, 60% of these consumers are dissatisfied with the amount of that content available today. They’d love to see more “classic” content from their countries of origin and more sports content, says MediaPost.

Those feelings likely extend to TV advertisements as well. Representation matters in ads, especially visual ones. Casting more Hispanic actors in your client’s ads should be a part of their video strategy.

Advertising Opportunities

Not only do Hispanic consumers watch a ton of streaming TV, they’re more open to trying out emerging media experiences. 71% of Hispanic consumers want to try out:

  • Augmented Reality (AR) and Virtual Reality (VR) experiences
  • Second-​screen activities
  • Shoppable TV
  • Interactive content
  • Personalized “stories”
  • Live interactive events
  • Watch parties

The main one they’re interested in, and your client should add to their video strategy, is AR/​VR. Overall, 34% of Hispanic consumers are interested in these immersive reality experiences. Hispanic consumers between the ages of 18 and 34 are particularly interested (49%).

Second-​screen activities are the second most popular experience among Hispanic consumers. These activities are additional content and interactive features consumers can get on their mobile devices while watching TV. 27% of the overall Hispanic audience is interested in these ads. Interest seems to grow the younger the audience is (38% for those 18–34 years old).

The third most popular video experience is shoppable TV. According to MediaPost, 63% of Hispanic consumers believe shoppable TV is a convenient way to make purchases. That’s almost double the percentage of non-​Hispanic consumers who believe the same (35%).

The best part: these video strategy tactics appeal to higher-​income consumers. AR/​VR, for example, appeals to Hispanic consumers with annual household incomes of over $100,000. So, not only do streaming video ads effectively reach Hispanic consumers, these ads reach consumers with plenty of buying power.

Your Client’s Target Audiences

Do you want to make sure your client’s target audience has ample interest in streaming TV? And are responsive to its ads before pitching the idea to them? Check out their target audience’s profile on AudienceSCAN on AdMall by SalesFuel to find out. Then you can get started on updating your client’s video strategy to expand their ad media types. This also gives Hispanic consumers the representation and attention they deserve.

Photo by: Ron Sinda