Political Campaign advertising for Hispanics: The best media for Hispanic advertising

Political campaign advertising for Hispanics: The best media for Hispanic advertising

To learn more about veneportal’s Spanish media advertising packages for any elections in the United States, please contact us

Understanding your voter segments

Political campaigns rely on different media to broadcast messages to potential voters. Print ads, Radio ads, Television advertising, digital ads, and direct mailing are the most common ways to position a candidate in the public’s eye.

One of the main goals of political campaign advertising, is to inform voters about candidates’ positions. Studies show that election results are impacted directly by characteristics of the voter and the type of ad to which they are exposed.

Understanding your voter segments in terms of demographics such as age, sex, education, income, race and ethnicity, is a necessity if you want to develop a winning political campaign strategy.

Political campaign advertising in the United States is highly segmented and the strategy, methods and budget are planned strictly observing demographic data. One key segment of any political campaign in the US is Hispanics.

Successful Hispanic marketing campaigns

If U.S. Latinos were a standalone country, they would be the 7th largest economy in the world. According to a September 2021 Nielsen Diverse Intelligence Series report, Hispanics are the secret to the growth and future success of America. Hispanics buying power is projected to be $2.3 trillion within the next 3 years and it is widely believed that they are the dominant and, in many cases, the only driver of domestic growth and sales in the country today.

In 2020, Hispanics were the largest ethnic minority group voting in a US presidential election. Out of the 60 million estimated Hispanic in the US, about 32 million were eligible to vote, representing 13% of all eligible voters in the country. Hispanic vote was decisive in many states for both Republicans and Democrats. With such a strong presence, the political influence of this group is critical and cannot be overlooked.

Choosing the right media platform to put your political campaign message forth to the Hispanic community is critical to the bottom line of your campaign’s success and overall ad spending effectiveness.

Veneportal is the most affordable digital media outlet for political campaigns targeting Hispanics in the US

Although there are many Spanish speaking media available in the US, very few are affordable and few capture the essence of the modern Hispanic audience like Veneportal.com. Most Spanish media in the United States is owned by multinational media networks with ad rates costing the same or more than the national average.

According to a Google/Ipsos research, Seventy percent of survey respondents said it’s important for a website’s content to be culturally relevant when they’re gathering information about a purchase. This applies to ads, too. When an ad includes aspects of Hispanic culture, regardless of language, 88% pay attention, and 41% feel more favorable about a brand that aims to be culturally relevant.

Other relevant data to consider:

• 66% of U.S. Hispanics say they pay attention to online ads—almost 20 percentage points more than the general online population. This influence of online ads, in terms of their level of effectiveness, is true across platforms: video, display, and search.
• 79% use search engines on a daily basis.
• 83% of those who access the internet on a mobile device use it while in a store to inform a purchase in real time.
• U.S. Hispanics use online sources at a higher rate than the general online population (54% vs. 46%).
• They favor online sources over family, radio, and TV. Online sources actually ranked 20 percentage points higher than TV (54% vs. 34%).
• Among those who recall seeing online ads, 93% of them take action—whether that’s performing a search, visiting a company’s website, or making a purchase.
• U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. “Many marketers may think they trail the so-called general market in adoption of new tech, when in fact they are far ahead and should be among the first prospects for marketers seeking to grow their consumer base,”
• From all of this data, it’s evident that selecting the correct online media that provides relevant content and ads across platforms and devices is vital. Seventy percent of survey respondents said it’s important for a website’s content to be culturally relevant when they’re gathering information about a purchase. This applies to ads, too. When an ad includes aspects of Hispanic culture, regardless of language, 88% pay attention, and 41% feel more favorable about a brand that aims to be culturally relevant.

Key Takeaways

Choosing the right media platform to reach the Hispanic community is critical to the bottom line of your campaign’s success and overall ad spending effectiveness. Website’s content must be culturally relevant to attract the Hispanic audience. Hispanic favor online sources over family, radio, and TV. Online sources actually ranked 20 percentage points higher than TV (54% vs. 34%). Therefore, concentrating your efforts in online media is the smart thing to do and Veneportal is the most affordable and effective digital media outlet for political campaigns targeting Hispanics in the US.

Tags: Hispanic advertising, Hispanic advertising agencies, Latino stereotypes in advertising,
Hispanic marketing council, successful Hispanic marketing campaigns, 
association of Hispanic advertising agencies, How do you market to Hispanic audience?