According to a recent article in the Wall Street Journal, 30 seconds of commercial time for the World Cup finals is costing roughly $250,000, compared to $100,000 for the NHL’s Stanley Cup Final- a steal compared to the Super Bowl’s roughly $3 million for a 30 second spot. Ad executives are jumping into the fray due to the increasing diversity of the U.S. audience, and specifically the ability to reach U.S. Hispanics.
Previously we have discussed the soccer advertising rivalry of Adidas, Puma and Nike, although many other traditional advertisers are involved with World Cup South Africa 2010, including Budweiser, Samsung, Allstate and Sony, just to name a few.
In advertising, just as in every sport, there are winners and losers. While Hyundai is scoring with the “Die Hard” commercial they decided to pull an earlier ad showing an Argentine church with stained glass depicting a soccer ball and worshippers receiving slices of pizza instead of traditional communion, due to complaints from the Catholic church and others claiming the ad was insensitive.
Overall, advertisers have welcomed the World Cup; a big reason is their recognition of the importance of the Hispanic market and overall diversity of the U.S. market. This is a boon for an advertising industry that is coming off one of the worst years ever. With forecasts from Zenith Optimedia expecting global ad spending this year to grow 2.2% to $456 billion (which is $1.2 billion more than it would have been without the World Cup), there is reason for those agencies focusing on diversity to be encouraged.
Building on its launch of the world’s most advanced mobile homepage, Yahoo! released Yahoo! Mobile en Español, a Spanish-language mobile homepage that is customized for the specific needs of the U.S. Hispanic consumer, delivering a highly engaging mobile Internet experience and setting a new industry standard.
Yahoo! Launches Advanced Mobile Homepage for U.S. Hispanic Market
Available across more than 1,900 mobile device models, Yahoo! Mobile en Español simplifies and enhances the mobile Internet experience for Hispanic consumers. Users can bring together their favorite content and services from across the Internet to create a personally relevant mobile experience, keeping the things they care about at their fingertips, and enhancing their ability to:
“With the launch of Yahoo! Mobile en Español, we are focused on growing our audience among the more than 46 million U.S. Hispanics1 by providing a mobile experience that is both culturally and personally relevant, bringing together their world and the world around them,” said Felipe Muñoz, senior mobile director, Yahoo! Hispanic Americas. “With the introduction of our new Spanish-language homepage, we are well positioned as the center of people’s online lives. We’re reaching the highly influential and increasingly mobile Hispanic market with an engaging and customizable mobile Internet experience, regardless of the language users prefer.”
“As companies expand to reach new mobile users around the globe, it is increasingly important to provide personalized mobile experiences combined with relevant content to address the cultural needs and interests of users,” remarked Tuong Nguyen, Principal Research Analyst at Gartner Research.
Yahoo! Mobile en Español will enable marketers to reach the U.S. Hispanic audience with highly targeted advertisements through a variety of mobile advertising opportunities and advertising formats. With some of the highest quality inventory available and a highly engaged audience, Yahoo! is focused on working with brands to engage with their target demographic with the right message in the right place at the right time.
Yahoo!’s mobile homepage is available in 32 countries across Europe, Asia, and the Americas, including 17 countries in Latin America, 14 of which launched the mobile homepage last month.
Hispanic Internet Advertising, a full-service website design, seo and advertising consultant specializing in the area of localized internet marketing for all types of professional service providers in New York, NY. If you need help attracting clients via the internet in English or Spanish and are a doctor, dentist, lawyer, or any other professional that wants to advertise their products or services, we need to talk. We know Internet trends and combine the best in web development, web hosting, E-advertising, web design, Internet advertising, pay per click management services and search engine optimization (SEO) to meet the customized needs of each of our clients.
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The Hispanic Internet Advertising team consists of highly trained web programmers, web design experts, search engine optimization specialists, Internet advertising experts, account managers, and copywriters, because in this day and age, Internet advertising and marketing strategies can make or break a new or existing business. We understand the continually changing nature of the e-market, and offer an integrated system of consultation and web management once the initial website has been completed.
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