Brands need to focus more on programmatic for Hispanic viewers

Programmatic ad tech is booming in most of the digital media world, helping brands expand their reach economically by automating the buying and selling o ads, and with less waste as it can help them focus their spending. But, programmatic adoption has lagged among Hispanic media.

A story in Media Life Magazine points out that while brands are trying to reach one of the fastest growing demographic segments, one that is a heavy user of digital media, there are concerns that language presents a barrier to buyers.

“Some of the biggest brands, like Anheuser-Busch and State Farm, are trying to only reach U.S. Hispanics digitally through programmatic,” Parker Morse, CEO at Hispanic digital agency H Code Media told the magazine. “Growth has slowed down, though, as a result of the difficulty to reach U.S. Hispanics at scale, digitally. The limited Spanish-language content that exists and the bilingual nature of the audience limits the scale digital buyers have.”

And, Morse said, it’s especially difficult to target Hispanics who consume English-language content online.

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn