FAQ – Frequently Asked Questions

FAQ

When marketing to U.S. Hispanics, it is important that you understand the differences and nuances within the community and identify which group you want to reach. The Hispanic community is very diverse, with linguistic and cultural differences that cannot be overlooked. Hispanics come from many different countries of origin, are part of different generations, have varying levels of Spanish and English proficiency, and live in different parts of the country. The best practice is to identify exactly what group of Hispanics you want to target and use messaging that is culturally relevant.

Hispanics are a digital-savvy group that relies on their mobile devices more than the general market. It’s important to target them where they go online which includes and is not limited to music streaming services, banking apps, sites with information about restaurants, and news sites.

To start, it is important to position the brand as one that understands and respects the different cultures and acculturation levels within the Hispanic community. Any messaging towards Hispanic consumers needs to avoid stereotypes and the language used needs to resonate and linguistically make sense with the intended audience. Once you have the correct messaging for the intended Hispanic audience, you need to build brand awareness and properly invest in marketing resources specifically for the Hispanic initiative.

Among our premium Hispanic audience network, Puerto Ricans are the largest U.S. Hispanic group.

Mexicans, Puerto Ricans, and Salvadorians are the three largest Latino groups in the U.S. The Mexican diaspora, for example, accounts for 60% (35.8MM) of the USH population, of which only 32% were born outside of the U.S. We can infer that in this group 68% fall in the categories of US dominant and bicultural, so it is better to speak to them in English with some details of their culture.

The Puerto Rican diaspora accounts for 9% (5.4MM) of the USH population and although they are all U.S. citizens, they are predominantly bi-cultural and Spanish dominant. This group is followed by Cubans who account for 3.6% (2.1MM) of the USH population, of which 56% were born outside the U.S. and are considered Spanish dominant or bicultural. Finally, of the Dominican diaspora, which accounts for 3.2% (1.9MM) of the USH population, 54% were born in their country of origin, which is why they are Spanish dominant and bicultural.

This depends on the audience you want to target and speak to. The community majorly identifies as Hispanic or Latino, and according to polling and research by the Pew Research Center, half of Americans who are part of the community say they do not have a preference between Hispanic and Latino. Latinx is a relatively new term for the community and is used significantly less often than “Hispanic” or “Latino.” The best practice is to use the word that the person or audience best identifies with.

It is important to look for sites and content that are reputable, respected, and well established with the Hispanic community. AVOID ADS IN FAKE NEWS. We offer brands the opportunity to reach and connect, in brand-safe, culturally relevant & premium content sites, with a highly engaged and true premium Spanish dominant & bi-cultural U.S. Hispanic Audience. Through our network, advertisers can reach over 16MM Hispanics in the U.S.
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A person is considered a Latino if they are born in or have ancestors from Latin America and live in the United States. In general, “Latino” is understood as shorthand for the Spanish word latinoamericano. Latino is a term used in the United States for people with cultural ties to Latin America.

Not only can Digo Hispanic Network translate your ads, but we can also create and develop them from scratch.

The best research resources include the U.S. Census Bureau, Pew Research Center, Claritas, and Nielsen.

Hispanics are people born in or have ancestors from Spain or Spanish-speaking countries from Latin America and live in the United States. Latinos are people born in or have ancestors from Latin America and live in the United States.

The most direct way to reach and connect with Spanish dominant and bi-cultural online is to go to sites that are predominantly in Spanish or are in Spanish and English. These groups consume their content in Spanish or a mix of Spanish and English so going to sites whose content is predominantly in Spanish is the best first approach.

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