With 52M Hispanics, the fastest growing minority in the U.S can’t be overlooked, and YouTube knows it. According to the Wall Street Journal, YouTube announced the launching of ‘YouTube Hispanic’ at the Hispanic Marketing Forum in New York on March 11.
“Just like Google Preferred, advertisers can lock up buys against this audience on an upfront basis with audience guarantees – much like the average TV buy,” explains theWall Street Journal.
The article also clarifies that YouTube is not targeting Hispanics based on their ethnicity. YouTube is using data on language, aggregate viewing, and other factors to find videos likely to appeal to Hispanics.
YouTube’s media information sheet about their Hispanic reach shows some interesting numbers. According to Nielsen Q3 2011 report (shown on YouTube’s media information sheet), YouTube’s Hispanic reach in a three-month period is much larger than Univision Network: 8,548,000 compared to only 666,000 unique users. These numbers account to 59% reach for YouTube and only 5% for Univision Network when compared to audiences throughout the web.
But YouTube’s competition could be Facebook. Last year, Tecate ran a six-week video campaign on Facebook desktop and mobile to target Latinos between 21 and 34 years old.
“The results were striking: the videos and static promos reached 93 percent of the target audience, an average of 10 times per person,” says AdWeek.
It’s clear that both have great Hispanic reach and exceptional retargeting capacities. Facebook video sharing is growing fast, but YouTube is still the place where 300 hours of video are uploaded every minute. The real question is: is it cheaper to advertise on Facebook or YouTube?
Click here to watch Tecate’s video ad, “What’s the best way to gain the respect of your ‘suegro’? With Manfidence”
This post is also available in: Spanish
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