Media Firms Unite to Build Online Hispanic Advertising

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In a move to spur the growth of online advertising to Hispanic consumers, several media companies joined to launch a marketing campaign later this year targeting the advertising community, the Interactive Advertising Bureau said yesterday.

AOL Latino, MSN Latino, Terra Networks,, Yahoo en Espanol and other companies will create a trade marketing campaign to raise awareness of the online channel as a vital medium for reaching Hispanics. It will start in the second half of 2005 and include online, print and direct response elements.

The companies involved, which all are members of the IAB's Hispanic Committee, selected the Publicis Group's Tapestry, Starcom IP and Lapiz. All three agencies are working on a pro bono basis.

There were 13.8 million active U.S. Hispanics online in January, according to comScore Media Metrix. Also, Hispanics in the United States view 19 percent more pages per usage day and spend 13 percent more time per usage day online than the general U.S. market, comScore said.

Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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