NEW YORK, NY--(Marketwire - June 22, 2010) - Hispanic viewers of interactive television are early adopters and more likely to engage with advertisers than the general population, according to a report released today by interactive advertising innovator BrightLine iTV. Analyzing proprietary 2009 campaign data, BrightLine analyzed the media consumption habits of the nation's largest and fastest-growing ethnic minority and found Latinos represent a largely under-tapped "super consumer" force within the advanced television advertising universe. That's despite the fact that it has transformed from a niche to mainstream market, commanding $1 trillion in buying power.
A leader in creating customized, measurable interactive TV ad experiences that achieve instant mass scale and effectiveness for the world's leading brands, in 2009 BrightLine executed more than 40 successful programs for AXE, Tylenol, Burger King, Hellman's, Dove, Turbo Tax, Abreva, and many others. The company also created innovative programming targeting the Hispanic market for brands including Dove, Degree for Men and AXE.
"Early results are encouraging for advertisers seeking game-changing ways to connect with the Hispanic audience," said Jacqueline Corbelli, CEO, BrightLine iTV. "Heavy usage combined with the reach of advanced television has created optimal conditions for leveraging interactive TV marketing and connecting brands with this increasingly valuable Hispanic population."
Hispanic Market Clicks Ads at Rates Twice the General Market
Consistent with broader studies on the Hispanic segment's high receptivity to advertising, BrightLine's report found the same trend in advanced advertising. Hispanics click ads at rates twice the general market average. Keeping with general market trends, Hispanic viewers are dramatically more interested in clicking ads on TV than online. On a campaign basis, BrightLine found custom iTV designs for Hispanics can drive as many as 30 times the engagement of online at substantially lower media costs.
Hispanic Audience Engages Five Times Longer
BrightLine's report also found Hispanic audiences spend extended durations interacting with branded content on their TVs, engaged on average for more than five times the duration of a typical :30 spot -- two and a half minutes. BrightLine also notes that on a popular mass-targeted iTV portal, ads targeting Hispanics draw equally as many clicks as the general market despite the demographic only accounting for 16% of the audience, suggesting Hispanics are more active users of interactive guides and portals than the general market.
Mobile Phones are in the Hispanic Demographic iTV Comfort Zone
Hispanic audiences show comfort and willingness to combine mobile and TV interactivity, responding to advanced TV ad experiences via mobile text messaging at rates similar to onscreen information release.
Hispanic Female iTV Click Rate 150% Higher vs. General Market
As part of a tailored iTV program, female Hispanic television viewers were offered the chance to opt in beyond a :30 and request a $2 off coupon. Routinely observed to be more receptive to customized advertising and willing to click ads on TV, the telescoping spot CTR of 1.03% is the highest to date and outperformed the general market average by more than 150%.
In conclusion, substantial findings reinforce the notion that nowhere is the broader trend of Hispanic's un-tapped advertising potential more notable than in advanced TV advertising, where only a handful of marketers are spending. Growing buying power, early adoption and high receptivity to advertising makes this demographic a desirable marketing target across the board. The extensive reach and penetration of advanced television advertising are connecting brands with this increasingly valuable segment of the population.
About BrightLine iTV
BrightLine iTV (www.brightlineitv.com) is the leading innovator in the strategic application of interactive TV advertising. The company creates and implements customized, measurable interactive television ad experiences in ways that achieve instant mass scale and effectiveness, is most organic for TV viewers and feeds their observed remote control behavior. BrightLine transforms passive TV advertising, like the traditional 30 second spot, into an effective customer-driven interaction -- the end result is superior overall viewer involvement that leads to deeper engagement with higher levels of brand recall, purchase intent, and product sales.
