Deepening the Connection to Hispanic Consumers with Contextual Targeting

Among other key insights the study revealed that language and culture targeting in digital video ads can double the purchase intent of Hispanic consumers and increase their emotional connection with brandsSurveying 6000 Hispanic consumers the study is the first of its kind to include mobile facetracking in Hispanic research amp160quotWe wanted to understand the role of language and context in digital advertising including mobile and emotional facial coding to gain deep insightsquot saidamp160Roberto Ruiz Executive Vice President Insights and Analytics at UnivisionI sat down with Ruiz and Kara Manatt Senior Vice President Intelligence Solutions Strategy at MAGNA to delve more deeply into how the right targeting can connect brands with the Hispanic consumerCharlene Weisler amp160Tell me how targeting can impact ad receptivity among HispanicsKara Manatt amp160We tested three types of targeting amp160The first Topic targeting amp160when the topic of the ad is related to the topic of the content it appears in front of amp160replicated what we tested among a general audience amp160An example would be content on the health benefits of owning a cat that has a preroll ad for a cat food brand amp160Obviously there is a strong connection between the product being advertised and the editorial context in which it appearsThe second type that we explored in the study was Language targeting which is when the language of the ad is matched to the language of the content amp160For example Spanishlanguage preroll ads that run into Spanishlanguage video contentCultural targeting was the third area that is when an ad speaks to Hispanics through culture amp160This can be a bit trickier to nail down since there are a lot of different ways to do that such as through music foodamp160and specific Latino events amp160In Cultural targeting you align an ad that connects on a cultural level with content that does the same thingWeisler amp160What were the major takeaways from the studyManatt amp160The key findings for us were the big differences in persuasion metrics particularly the really important and hardtomove metrics like brand favorability and purchase intent amp160Using language and cultural targeting to double purchase intent was the No 1 key takeaway we saw double the impact from merely changing the environment and not the ad amp160The other takeaway was that it helps build a relationship between the brand and the consumer amp160Hispanics are particularly sensitive to cultural messaging from an advertiser amp160They are receptive to the brand going the extra mile by speaking to them in their own language and making that cultural connection amp160This is not lost on the consumer amp160Again notably you are not changing the ad amp160You are only changing the environmentRoberto Ruiz amp160We also gathered a lot of data on mobile targeting amp160When we used the emotion tracking part of the study and we looked at the percentage lift in emotion due to cultural targeting versus no targeting we saw that with cultural targeting there was more emotion expressed by the people watching the ad amp160So the fact that cultural targeting had a huge impact in emotion on ads received via computers and mobile in mobile we saw 60 more emotion being expressed by the Spanish dominant and bilingual Hispanics told us that cultural targeting is creating a visceral connection and driving emotion amp160We know that in branding emotional connection is really what drives equityWeisler amp160Were there any surprises in the resultsManatt amp160It39s not often we find that what is good for the brand is something that is also good for the consumer amp160It is good for brand metrics but it also leads to a better overall media experience for the consumerRuiz amp160It surprised me that Language targeting and Topic targeting performed the best on smartphones amp160There is so little data on how to create effective mobile ads that I thought this finding was very interestingWeisler amp160What are your recommendations to advertisersRuiz amp160We say that these are building blocks each step leads to a deeper and more profound relationship to the consumer amp160Don39t limit yourself to Topic targeting and Language targeting amp160Take it all the way to Topic InLanguage and Culture to have very powerful digital ads amp160You will see the brand KPIs go up amp160This research surveyed 6000 consumers a large study with a representative sample that includes nonselfreported data data that was collected by an app and that builds on these three targeting steps amp160You can see the lift from each one amp160But if brands want to do cultural targeting they have to do their homework amp160They have to understand the consumer insights that connect the brand to the category to the consumer and create a solid culturally targeted creative adClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Deepening the Connection to Hispanic Consumers with Contextual Targeting

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Charlene Weisler

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Deepening the Connection to Hispanic Consumers with Contextual Targeting

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Charlene Weisler

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