Understanding Digital Out-of-Home Advertising for US Hispanics
Digital advertising has witnessed tremendous growth in recent years, with businesses leveraging various channels to reach their target audiences. One such effective channel is
Digital Out-of-Home (DOOH) advertising, which combines the power of traditional out-of-home advertising with the dynamic and interactive capabilities of digital technology.
Brand Investment in DOOH Advertising
Recognizing the importance of reaching US Hispanics, many brands have increased their investments in DOOH advertising to engage this audience effectively.
According to eMarketer forecast, after rising an explosive 34.9% in 2022, the category will moderate to “only” 16.7% growth in 2023, resulting in $2.87 billion in spending.
Market Insights and Opportunities
Understanding the market dynamics and consumer preferences is crucial for advertisers aiming to tap into the US Hispanic market through DOOH advertising. Here are some key insights to consider:
1. Language Preference: US Hispanics have diverse language preferences, with a significant portion being bilingual or Spanish-dominant. Advertisers should tailor their DOOH campaigns to include bilingual or Spanish-language content to resonate effectively with this audience segment.
2. Cultural Relevance: US Hispanics have a strong connection to their cultural heritage. Advertisers should incorporate culturally relevant visuals, themes, and messaging in their DOOH campaigns to establish an emotional connection with the audience.
3. Geographical Targeting: The US Hispanic population is not evenly distributed across the country. Advertisers should analyze demographic data and leverage DOOH networks strategically in areas with high concentrations of Hispanic residents to maximize the impact of their campaigns.
Furthermore, according to a MRI-Simmons study, compared to non-Hispanics, Hispanics are more likely to see Digital Place-Based video ads.
Digital Out-of-Home advertising presents a compelling opportunity for brands to connect with the US Hispanic audience effectively. Understanding the behavior and preferences of this demographic group is crucial for advertisers aiming to leverage DOOH to its full potential.
By tailoring campaigns to be culturally relevant, language-appropriate, and strategically targeted, brands can make a lasting impact and build meaningful relationships with US Hispanics through DOOH advertising.
Get in touch
Effective management of your DOOH advertising campaigns is much simpler with the support of an in-house marketing team or a full-service digital agency. At Entravision, we offer a team of skilled specialists who are solely dedicated to DOOH advertising.
We take a personalized approach to each campaign, thoroughly considering the unique products and services offered by our clients. Using a variety of tools and platforms, our team expertly monitors and manages campaigns to ensure that we meet our clients' specific objectives. Don't hesitate to contact us if you would like to learn more about our operations and services!
