LG Ad Solutions, a leader in CTV and cross-screen advertising, recently launched a report titled “The Inclusive Screen: Hispanic Americans,” which emphasizes CTV as an important environment for advertisers to communicate with Hispanic audiences while considering user experience.
“This significant growth presents an opportunity for marketers to engage this influential audience with advertising experiences that mirror the world around them.”
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The study, which polled over 1,400 Hispanic CTV customers in the United States, discovered that 78% of Hispanic Americans prefer streaming to traditional TV, citing the opportunity to watch at your own pace (82%), a broader selection of content possibilities (69%), and easier content discovery (62%).
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“Hispanic audiences are increasingly opting to streaming platforms, not just for the variety of material, but also for the personalized, on-demand experience CTV provides. Brands that prioritize these preferences are better positioned to make deeper, more meaningful relationships,” said Monica Longoria, Head of Marketing Insights at LG Ad Solutions. “Our findings highlight the value of culturally relevant material in CTV advertising. With the appropriate strategy, companies can capitalize on the expanding importance of Hispanic consumers by developing campaigns that not only engage but also reflect the rich range of their experiences.”
The research also revealed that:
While 43% of Hispanic CTV users cite family/friends as a top source for discovering new material, more than a third cite individual app home screens (37%), as well as TV screen homepages (33%).
TV material in Spanish and English: Four out of five Hispanic homes watch a combination of Spanish and English language TV networks, with seven out of ten Hispanic CTV users choosing English material for TV and video.
A strong preference for fast channels: Almost seven out of ten Hispanic CTV users (69%) prefer to stream free video content with ads rather than pay for a subscription without ads.
Search Spotlights: Top Action Following a streaming TV ad, 41% of Hispanic CTV users searched online, with 40% visiting a brand’s website.
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The survey emphasizes the importance of representation in advertising, stating that 64% of Hispanic American CTV viewers pay more attention to ads that appropriately depict varied groups of people, demonstrating the value of inclusivity in media and advertising to Hispanic CTV users.
“Hispanic buying power is expected to exceed $2.5 trillion by 2026, representing just over 12% of total buying power in the United States,” according to Longoria. “This significant growth presents an opportunity for marketers to engage this influential audience with advertising experiences that mirror the world around them.”
About LG Advertising Solutions
LG Ad Solutions is a global pioneer in linked TV and cross-screen advertising, assisting brands in achieving difficult-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We combine LG’s years of experience delivering world-class smart TVs to people around the world with large amounts of TV audience data and Video AI tailored to link advertisers with audiences across all screens.
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