“Most [US] advertisers know Hispanic advertising is important and where the growth is coming from,” Abud said. “Especially [consumer packaged goods].”
Batanga is also publishing more articles in English to cater to Hispanic millennials or third-generation immigrants. It launched an English-language site, Vix, six months ago.
“We have done tests where we translate content in Spanish, English and Portuguese,” Abud said. “We are getting more [overall] reach when it comes to English-language content.”
One of Batagna’s biggest challenges, however, is measurement. Brands tend to do bigger attribution studies, which overlook the smaller successes in Hispanic advertising. “Advertisers are not tracking everything that they do. They don’t track Hispanic campaigns as well [as general campaings ] back to product ROI and sale,” Abud said.
Nielsen Catalina uses product scanner data to track sales, for example, while many Hispanic shoppers buy at bodegas that aren’t equipped with scanners, Abud said. As marketers better understand the impact of their advertising to Hispanic customers, spend designed for the demographic can only go up.