MIAMI, FL — November 2, 2021 — (NOTICIAS NEWSWIRE) — Given the cultural diversity of the Hispanic market, and the complexity and costs that involves speaking to each of the segments that comprise it, Álvaro Cabal, manager of Multicultural Communications at Ford Motor Company likes to “play to the majority”. “What are the things that unite us, not what separates us; what these neighborhoods, populations, Hispanic communities have in common. And that’s where you have to bet on,” he said.
Cabal was interviewed by Alberto Pardo, CEO & Founder of Adsmovil during the sixth edition of the monthly Adsmovil Podcast Let’s Talk About Advertising powered by PRODU: “Hispanic Audiences and the Post Floyd Effect in the US”.
The conversation revolved around the awakening of US companies regarding issues of social justice for minorities after the murder of African American George Floyd by the police force. And, in understanding why if the Hispanics are almost 20% of the US population and with a GDP of $ 2.6 trillion (2018), the advertising investment in that market is barely between 5% and 6%.
Cabal mentioned three factors to explain this. The first is that there is still a lot of ignorance, despite the fact that this market has been studied for a long time. Second, the Hispanic professionals who are guiding the companies are insufficient, and most are not at senior executive levels.
Lastly, it takes time to penetrate this market. “The Hispanic mantra is ‘first friends and then we do business’. And if the head of the company does not understand this, he would not have the patience to wait. People want to see immediate results, and that does not happen with the Hispanic market,” he highlighted.
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About PRODU
For 31 years, PRODU has been the leading provider of content for television, advertising, and technology professionals in Latin America, Spain, and the US Hispanic market. Rapid and constant changes in the media-consuming world have made PRODU flexible and adapt to this specialized content; providing segmented everyday solutions for your demanding readers on each platform. PRODU generates periodical trade publications (printed) and an online directory: Who’s Who Online and the most prestigious and consulted website and newsletter for the television, advertising, and technology industries (online). Additionally, PRODU offers three free newsletters that reach more than 30,000 decision-makers and executive professionals every day.
About Adsmovil
Adsmovil is a pioneer U.S. Hispanic digital media company, with offices in key hispanic markets and a presence in major Hispanic cities across the country. The company’s focus on the U.S. Hispanic market enables its clients to reach more than 47.7% of the total mobile U.S. Hispanic audience. Always adapting new technologies, Adsmovil has been a leader in Hispanic mobile advertising since 2012. For more information visit www.adsmovil.com.