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.