Stumvoll: Los hispanos están sobre el índice en móvil
“Hispanics over-index on mobile devices and are very active on social media, especially while watching live programming” explained Conill’s VP and Media Director, Diana Stumvoll. She said the agency took advantage of this for Toyota’s sponsorship of Copa America Centenario by creating thematic content that ran across various platforms, including Facebook and Twitter. “Based on the strength of mobile advertising in the Hispanic market, specifically among Millennials, we prioritized this platform for Toyota’s most recent Corolla campaign targeting Hispanic youth. Varieties of mobile-centric campaigns were deployed to create awareness of the vehicle’s cutting edge technology and thus heighten consumer interest. Within the social platform, mobile-only Facebook ads engaged our audience. The campaign came to life through digital mobile-rich media in the form of a custom mobile game that showcased the vehicle’s innovative safety features” she said. As for whether brands should pay more attention to this segment compared to print or TV, the executive maintained that since Hispanics are so digitally inclined, it makes perfect sense to dedicate significant resources to this outlet. “Mobile also provides opportunities for greater interaction of brand and target. Most importantly, mobile gives brands the chance to engage with consumers throughout the purchasing process, from raising awareness to driving home the selling points.” All mobile campaigns should have engaging, socially unbiased content. “Digital video consumption is estimated to double by 2019, with mobile spearheading its growth. YouTube is the leading destination among Hispanics, with 75% visiting the platform when searching for information on a product or service. The availability of relevant content and the ease of access to stream on smartphones will only increase consumption with this key segment and enable advertisers to laser target with custom content” she said. In terms of budget, she said that “given consumption it should have as much if not more importance compared to other media tactics. It has shifted from being a nice-to-have to a must-have.”
