Google’s approach to the U.S. Hispanic market is centered more on the cultural identity of Latinos than on the difference in language.
This is the strategy designed by Mark Lopez, the head of Google’s U.S. Hispanic unit, who from his new offices in Miami is trying to significantly increase the amount of advertising directed toward U.S. digital media in Spanish.
“Of the Hispanic media’s $4 billion in income from advertising, barely 3 percent is going to digital media. In the coming years, there will be accelerated growth,” Lopez told Efe.
Lopez, who was the chief operations officer at Terra Networks USA before joining Google, is the person in charge of putting into practice a new strategy based “on an imaginative and creative view.”
“There’s a cultural differentiation in consumption of media. The segmentation of the language is not enough and we must fully enter into the Hispanic world’s digital market (although) we don’t yet understand how it works,” Lopez said.