As digital video continues its rapid growth, brands are increasingly recognizing the unique opportunities presented by Hispanic audiences, especially within the Connected TV (CTV) landscape. A new survey from LG Ad Solutions, coupled with insights from the IAB 2024 Digital Ad Spend & Strategy Report, sheds light on the significance of this demographic for advertisers aiming to optimize their digital video strategies.
Hispanic Audiences: The Growing Influence on CTV
LG Ad Solutions’ “The Inclusive Screen: Hispanic Americans” report reveals that Hispanic audiences are among the most enthusiastic adopters of streaming media. According to the study, which surveyed over 1,400 Hispanic CTV users in the United States, 78% prefer streaming over traditional TV. The primary reasons include the ability to watch content at their own pace (82%), access to a wider range of options (69%), and easier content discovery (62%).
Monica Longoria, Head of Marketing Insights at LG Ad Solutions, emphasizes the importance of culturally relevant content in CTV advertising: “Hispanic audiences are increasingly turning to streaming platforms, not just for the breadth of content, but for the personalized, on-demand experience CTV offers. Brands that prioritize these preferences are poised to forge stronger, more meaningful connections.”
The report also highlights several key findings:
- Recommendation Resources: 43% of Hispanic CTV users rely on family and friends for content recommendations, while over a third use app home screens (37%) and TV screen homepages (33%).
- Language Preferences: Four in five Hispanic households watch a mix of Spanish and English language TV, with 70% preferring English content.
- Preference for Free Streaming: Nearly 69% of Hispanic CTV users favor streaming free video content with ads over paying for an ad-free subscription.
- Post-Ad Actions: After viewing a CTV ad, 41% of Hispanic CTV users search online, and 40% visit a brand’s website.
These findings underline the importance of inclusivity in media and advertising, with 64% of Hispanic American CTV viewers paying more attention to ads that accurately portray diverse groups of people. This signals a critical opportunity for brands to engage with this influential audience through culturally resonant campaigns.
Digital Video Growth: Insights from the IAB 2024 Report
While Hispanic audiences are pivotal to the future of CTV, broader trends in digital video spending are also shaping the advertising landscape. According to the IAB 2024 Digital Ad Spend & Strategy Report:
- Increased Investment Across Digital Video Channels: In 2023, digital video ad spend rose by 15%, reaching $54 billion, and is projected to grow by another 16% in 2024, hitting $63 billion.
- Programmatic CTV: Programmatic buying, accounting for three-fourths of CTV transactions, has become the go-to method for CTV activation, driven by performance and functionality.
- Focus on Business Outcomes: “Business outcomes” has become the top KPI for measuring success across digital video channels, with social video, online video, and CTV leading the way.
- Measurement Challenges for Small Advertisers: Issues with viewability, standardized targets, and obtaining sell-side data are more acute for smaller advertisers.
- Adoption of Alternative Currencies: With nearly 9 in 10 buyers testing or researching alternative currencies, the industry is moving towards new transactional methods, despite the challenges of cost, complexity, and alignment.
As brands navigate the dynamic world of CTV advertising, understanding the preferences and behaviors of Hispanic audiences is crucial. The growth in digital video ad spend, as highlighted by the IAB, underscores the need for brands to leverage these insights to craft campaigns that resonate with diverse audiences, especially within the rapidly expanding Hispanic market.
By aligning strategies with these evolving trends, brands can maximize their reach and engagement, creating more impactful and inclusive advertising experiences.
Join Siprocal and industry experts for an in-depth discussion on the future of CTV advertising, and how to best connect with diverse audiences. Talk to our team of experts today.
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