Latinos are now our nation’s largest minority and are voting in increasing numbers while becoming more and more engaged in digital media.
The Latino vote accounted for less than 4% of the national vote in 1992 but is expected to near 10% this November. Latino voters in states like Nevada, Colorado, Florida and Ohio will play an important role in the 2016 election.
Miss this targeted audience with your message, and you’ll miss votes on Election Day.
We all know how important microtargeting and modeling data is to selecting the right universe. We talked about how we use both when selecting mail universes here.
But what about mobile?
If you skip targeted mobile advertising, you’re leaving votes on the table.
A recent study showed that “Hispanic and African-American voters in particular were much more likely to interact with political information through mobile,” with 67% of Hispanic voters using their mobile devices to visit political sites.
According to Nielsen, Hispanics consume more than 90 minutes more video content on their mobile phones daily than the U.S. average, upwards of six hours a day.
Nearly 3 out of 4 Hispanics own a mobile phone, which is 10% higher than the national average, and Hispanics buy and use mobile apps at a greater rate than non-Hispanics. Even more important, 66% of Hispanic respondents in a recent study said they pay some attention to the ads they receive on their phones.
“Hispanic voters also respond better to mobile or digital advertisements, with 87% saying they have taken action after seeing an ad.”
You know you need to target Hispanics with your message …
But do you know how?
Majority Strategies has the ability to reach Hispanic voters on their smartphones and tablets in ways other vendors can’t.
Right now, just 3% of all bid requests have the language setting set to “es” for Espanol, but Hispanics and Latinos make up 17% of the U.S. population.
If your mobile vendor relies solely on the language setting, you’re missing millions of potential mobile impressions.
It’s important to remember that many Spanish speakers consume media only in English or mostly in English.
We go beyond targeting devices based on their language setting and instead target based on “smart segments.”
These smart segments allow us to access more than nine times more Hispanic mobile users without sacrificing quality while deciding in real time whether to serve an ad in Spanish or in English.
Our tech analyzes census-level data along with real-time bid requests and our 1st party data to accurately predict whether to serve either the English or Spanish version of an ad.
If a user is reading news from their country of origin, they may be more interested in an ad in Spanish. Likewise, if a user is playing a game or enjoying video clips with friends, they may be more interested in seeing your ad in English.
It’s that level of detail and precision that will help ensure your message is delivered – to the right audience, in the right way.
Use our “smart segments” to help deliver the win, too, on Election Day.
Get in touch with us today to start crafting your targeted mobile advertising plan.
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