Tracking Hispanic Online Ad Spend
Those of you who subscribe to or have read Hispanic Market Weekly are familiar with a regular report they do on Hispanic advertising activity in different industries. They call them “Industry Snapshots” and they are great reports, full of interesting, insightful and useful information for anyone interested in Hispanic marketing.
In addition to listing out the major players in each industry and tracking their Hispanic marketing programs, the snapshots include a chart breaking down their media spend by media, including print, television, and radio. Typically, they even go into more detail, for instance breaking out print spend into local newspapers and national magazines, etc.
Everytime I read these these reports, I am hopeful that the next one will also include online ad spend. Unfortunately, they never do.
I’m wondering what is going on here? While I understand that some industries will have very little activity online, others, such as Auto, Insurance, and Entertainment are spending significant dollars online. I mean, we are spending a lot online for our clients in industries such as Government, Healthcare, and Utilities (and those aren’t even big ad spend industries).
I know the publishers, like Terra, Univision, Batanga, etc. are willing to share some information. Maybe we need an industry trade group to collect the data? Whatever it is, it needs to happen soon, as I feel the lack of information is holding back Hispanic spend online.
We all know how it works in this business, Target isn’t going to start spending online until they see that Wal-Mart is investing heavily in the space. Let’s get them the information they need to start spending online.