Reaching Hispanic Audiences Using :30 Videos & Spanish Language Content
HISPANIC AUTO CASE STUDY | SPECTRUM MEDIA SERVICES
OBJECTIVE
Major automotive company wanted to promote dealerships in 3 major US cities. The focus of the campaign was to reach only Hispanic consumers using :30 videos across desktop & mobile.
STRATEGY
Created Spanish-language Content Targets around Luxury SUVs, Auto Intender News & Reviews, and Traffic Updates.
Optimized towards aggressive VCR (video completion rate) goal as well as the viewability KPI.
Provided valuable insights to the brand including additional areas of interest for their consumers & new Content Targets to test.
RESULTS
Achieved the client’s 60% VCR goal & delivered 81% viewability on average, exceeding the 60% viewability benchmark. Successfully reached Hispanic consumers on Spanish-language content & informed the brand about additional content their audiences were consuming, including soccer & consumer tech, resulting in campaign renewals.
Want to learn more about Spectrum’s success reaching Hispanic audiences as they’re engaging with Spanish-language and English-language content? Read this case study.