Page 6 - CMC Hispanic Market Guide 2018

Not only that, ads placed on platforms with cultural content have more power across ages and languages. Even
culturally-oriented ads on mainstream sites have power. but Spanish-language ads—even in mainsfleamsites
—create more engagement with Hispanics. Even authentically diverse ads done correctly in the mainstream

can increase engagement with multicultural and some millennial non-Hispanic whites!

Ads In “Culture Club" Places Have More Power Across Ages And Languages

HISP Spanish-Language Site HISP English-Language Site NHAA English-Language Site
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PERCENTAGE OF 18-1.95 THAT... PAY MORE ATTENTION I TRUST BRAND MORE I MORE LIKELY TO BUY
People are open to brand relationships...but don't disrespect them!

Everyone, regardless of ethnicity, places a high priority on a positive history and trust with a brand, but they

also feel that the brand “fits my style,“ especially among teens and multiculturaladults. However. 43 percent

of teens and adults ages 35-A9 and 51 percent of millennials ages 18-31. have unliked or unfollowed a brand!

Why? It all comes down to broken trust in the relationship. Usually, incessant and overbearing contact ruins the
relationship and is the top reason for unliking or unfollowing a brand.

Reason #1

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