Rob Vélez, Senior Director, Multicultural Sales, Vevo
There is a growing “unreachable” segment of the Latinx population that is skipping traditional TV and watching TV through linearly scheduled OTT apps.
According to Nielsen Total Audience Report, 84% of Hispanic Americans consume their favorite content on Connected Televisions (CTV), more than the overall US population (77%). Ad-supported free-to-air television services (FAST), made popular by Roku, Xumo, and Pluto TV, are just one of the most popular Internet television viewing formats that offer premium content to consumers at no cost in exchange for their gift. up to the ability to skip ads. The result is unprecedented attention from previously unreachable audiences.
Additionally, FAST provides a plethora of content to a variety of consumers, with channels catering to specific tastes or types of content. With so much consumer choice on FAST, it’s critical that brands focus on the most relevant content to present themselves to the growing and sought-after Latinx audience, using these new opportunities to impress their messaging.
Adapt advertising strategies to new realities
To specifically reach Latinx consumers, advertisers must understand what matters to this group and identify their unique cultural differences. Strategies of the past that were once acceptable and seemingly easy to trade on traditional television, such as the total market, are no longer a viable or acceptable solution to reaching these inaccessible diversities. As minorities tend to become the majority, brands that have yet to adapt their advertising strategies will be forced to rethink how they connect with this very complex and crucial demographic.
Again, this strategy must be juxtaposed against the burgeoning FAST landscape, especially as younger, more digitally native generations age. Latinx audiences are one of the segments leading the way in CTV household penetration and time spent consuming content on CTV. As consumer habits shift from traditional linear TV to TVC, marketers will have to grapple with this new reality if they are to stay relevant.
Representation matters, but authenticity is most important
Just as Latinx consumers choose to watch the right content for them, advertisers need to choose the right content to drive their campaigns. They need to identify content that accurately represents and engages Latinx audiences, and then surround themselves with that content. In turn, brands can see an increase in brand popularity and ad recall among this consumer base for their campaigns. Despite the fandom around Latinx artists like Karol G or Farruko, music videos aren’t given enough credit in such considerations. This is likely due to the fact that music videos have been absent from mass media like television for quite some time.
Music videos connect with audiences by infusing sound, sight and movement to allow them to see experiences that reflect their own. With the traditional lack of representation in mainstream media, this connection to music videos is particularly amplified among people of color. Even though this country is diverse, only 3.5% of film industry leads and co-leads feature Hispanic or Latino actors, even though the demographic represents 19% of the U.S. population, according to a study of the Annenberg Inclusion Initiative.
While increased screen representation is necessary, it is not enough; How? ‘Or’ What Latinx people are also represented. The “how” also includes the accurate portrayal of traditions, celebrations, language, dances and more. For example, many music videos by Hispanic artists are filmed in various parts of Latin America. Watching music videos can therefore help a viewer to remember, invoke pride, or serve as an educational tool.
Meet Latinx consumers where they are
Marketers looking for premium, culture-and-language, endemic videos that serve hard-to-reach Latinx viewers who don’t consume traditional media are turning to emerging curated networks that offer authentic and culturally relevant content.
Data from TVision showed that most Hispanic Americans watch music videos on CTV, such as Vevo’s FAST channels, with family and friends: 81% of sessions are viewed by at least two people. In comparison, 52% of total traditional linear television content is co-viewed by Hispanic Americans.
Latin music videos do indeed attract the Latinx community, so these numbers are not surprising. In fact, the information provided by Vevo recently Media Tracker Poll show that 68% of Latinx consumers consider music videos to be the most culturally relevant entertainment genre – even more culturally relevant than sports (64%). This sentiment is even higher among younger Latinx audiences, who might not watch traditional Hispanic TV channels.
Latinx-programmed FAST channels provide cultural connections in a way that traditional television does not. With music videos making a comeback in the living room and the growing popularity of OTT apps, especially among young digital natives, brands need to leverage these new channels for advertising and meet Latinx consumers where they enjoy their favorite content – CTV.