ARF Event January 18, 2017 – Leading with Multicultural

The ARF held an event on Multicultural in Advertising in Los Angeles on January 18, 2017 at Nestle’s offices. Here are some key insights and takeaways from some of the speakers:

  • We collect inputs at the DMA level, which allows for modeling of multicultural efforts and comparison of performance. Overall, the Hispanic efforts have done as well as general market efforts. – Robert Reyes, Nestle
  • A Total Market Approach should start with an agnostic assessment of total market from a business opportunity standpoint, mine the data through different lenses, then determine who to hone in on. Ana Crandell, OMD Latino
  • 57 million Hispanics in USA and growing; 85% of that population are online. Thus, the importance of in-language content. Mia Phillips, Toyota
  • Multicultural shoppers consume mobile content at a higher rate than the general population, so mobile-friendly content is key. Fernanda Alcantara, Facebook
  • Hispanics have always been on the leading edge of adopting new platforms and technologies. Adriana Waterston, Horowitz
  • Diversity in the workforce is needed; all marketing staff should to be well-informed on multicultural marketing. Gilbert Davita, Davita Multicultural Insights

You can access the slides and videos from this event, by clicking here and using your myARF login and password.

Growing gap between younger and older Hispanics via MediaLife (source: Nielsen)

A new report from Nielsen takes an in-depth look at the Hispanic demographic, in which these growing differences emerge.

Younger Hispanics have very different media preferences than their grandparents and even their parents. They have their own unique language preference. And they’re much more educated.

This has over time shaped a unique demographic group that advertisers should be courting quite differently than the older one.

Access full article from Media Life

Access full report from Nielsen

English Proficiency Rises Among Hispanics

Cheryl Russell analyzes the Pew Research Center’s Hispanic Trends study, “English Proficiency on the Rise Among Latinos.”

According to the Pew study, although most Hispanics in the U.S. speak Spanish at home, a growing number, currently 33.2 million, speak English proficiently. Pew analyzed 2013 Census Bureau data, which revealed that 68% of all Hispanics ages 5+ are proficient in English vs. 59% in 2000.

During the same 13-year time frame, the share of Hispanics who speak Spanish at home has been declining. As of 2013, 73% of Latinos ages 5+ were speaking Spanish at home, down from 78% in 2000. However, a record number of Hispanics speak Spanish at home, 35.8 million, as the nation’s Hispanic population has grown.

The study also provides details of how “speaking English proficiently” is measured.

The results of the study have implications for the languages and messages developed by marketers in their campaigns to American Hispanics.

See all 5 Cups articles.

For more on this topic, check out the Consumer Tab in Morning Coffee.




Should Spanish or English Be Used in Social Media Campaigns Targeting the Hispanic Consumer?

Susan Kuchinskas writing for Portada Online considers the viewpoints of marketers targeting Hispanics via social media. Among her conclusions are that marketers must understand the levels of acculturation and the influencers when making the decision on language for the campaign.

Among the points made by the marketers in this article:

-Bilingual many not mean equally fluent in both English and Spanish.

-For American-born Hispanics, English with culturally relevant messaging might be a good approach.

-Context is an important factor in making the decision on language for the campaign.



See all 5 Cups articles.

Hispanic Millennials and Mobile

A study released last month by the IAB and Pacific Ethnography revealed that Hispanic Millennials “control their mobile access in layers”. Close friends and family are allowed access to all primary modes of communication, (including email, text, social network, and some phone calls), while unwelcome brands are relegated to secondary or ‘junk’ email accounts. Read more »