The Why, When and Where of Hispanic Out of Home Advertising |


Spanish or English?

When targeting the Hispanic demographic, Spanish-language advertising plays a critical role. While many Hispanics are bilingual or speak some English, only 41% report speaking English “very well,” according to a Pew Research study. This highlights the importance of connecting with this audience in their preferred language to maximize engagement and impact.

Spanish-or-English

The research also shows that advertising in Spanish fosters respect and increases retention among Spanish-dominant Hispanics:

  • Respect: 52% of Spanish-dominant Hispanics say hearing an ad in Spanish makes them feel that a company respects them and values their business.
  • Retention: 53% of Spanish-dominant Hispanics are more likely to remember an ad if it is presented in Spanish, emphasizing the value of communicating in their native language.

Advertising in Spanish is more than a translation—it’s about building a connection. By addressing Hispanic audiences in their preferred language, brands can establish trust, show cultural awareness, and make a lasting impression.

Hispanic-Consumers

Source: OAAA, Marketing to Hispanic Consumers



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