U.S. Hispanics have flocked to the internet, but with few Hispanic online-advertising networks and little Spanish-language search advertising, they’re not as easy for advertisers to target as non-Hispanics.
Ads incorporate site: Ad shows the ‘after’ photo of this thinner user dancing to Batanga radio.

Hoping to change that, Hispanic music site Batanga just made the first deal to acquire “Latino ad network” HispanoClick.

“We hear [advertisers'] need for a more performance-based vehicle,” said Rafael Urbina, Batanga’s chairman-CEO. “Their frustrations are that it’s very difficult to reach a large enough number of people online, and [there are] limited tools for what we can do … in behavioral targeting and search.”

Half of Hispanics
Working with 800 Spanish-language publishers, HispanoClick reaches 5.6 million U.S. internet users per month, according to ComScore. Combined with Batanga’s existing users, the audience will total more than 8 million, about half the number of U.S. Hispanics online.

[adage.com/digital/article?article_id=124917]