We recently partnered with Magna and IPG Media Lab to develop a study to better understand the role of contextual targeting in digital (mobile and desktop) video ad experiences. This was one of our biggest studies to date with a nationally representative sample of over 6,000 Hispanic consumers using the latest technology, a mobile camera-enabled facial coding app which was used to measure consumer attention and emotion as the video ads and content played.
We found that aligning video ads with contextually relevant content based on topic, language and culture is a powerful way to drive brand KPIs. You will notice these types of targeting act as building blocks, each step leading towards a stronger relationship with the Hispanic consumer.
Reach Hispanics with Topic Targeting
Topic targeting is when the content of the ad matches the topic of the content (i.e. an ad for beer paired with content about “How to make beer at home”). When using this type of targeting, results showed that Hispanics perceived topic targeted ads as more entertaining thus increasing their ad receptivity and ad recall. These were the exact same ads, but matching the topic made them more memorable.
Connect with Hispanics with Language Targeting
Language targeting is when the language of the content is the same as the language of the ad (i.e. an ad in Spanish paired with content in Spanish). Language targeting helps brands develop deeper connections with consumers. We saw that language targeted ads were twice as effective at driving purchase intent and consumers agreed that the advertised brand is “a brand I would pay more for”. It was interesting to see that Hispanics feel the brand ‘recognizes diversity’ when language targeting is used, which is ultimately a strong driver of brand favorability.
Build Relationships with Hispanics with Cultural Targeting
Cultural targeting is when both the ad and the content reference elements of Hispanic culture (i.e. references soccer, Latin music, cultural events like a Quinceañera, Latin actors/actresses, etc.) While culture targeting is a subtler form of targeting, consumers recognize the connection between the ad and content, and this helps forge a more personal relationship between the consumer and the brand. Hispanics recognize cultural targeting as a better media experience, which actually complements their viewing experience. Our facial coding technology showed 60% more emotion expressed by those watching the culturally targeted ads compared to non-culturally targeted ads.
In-culture ads were twice as effective at driving brand favorability and making consumers want to recommend the brand more, increasing the brand’s social capital. In fact, we found that when brands didn’t culturally target there was a decline of -5% agreement that the ‘brand is for me’ vs. a +7% agreement when culturally targeted.
As a marketer, you already know the benefits of tailoring ads to reach U.S. Hispanics with cultural nuances and via Spanish-language content. This study goes a step further to prove that digital ads created to reach the Hispanic consumer work best when they run alongside in-language and in-culture content. You’ve worked so hard on your ads, pair them next to content that makes those same ads work harder for you by creating deeper and more meaningful connections with this burgeoning demographic.
Source: Culture in Context: Marketing to the Hispanic Mindset, Univision- Magna Study in partnership with IPG Media Labs, January 2018