Mobile Marketer recently put out their first Classic Guide to Mobile Advertising in which mobile industry professionals offer their insight and expertise on mobile marketing. The guide caters to advertisers, ad execs, media planners/buyers, etc. in an effort to guide them to plan, execute, and analyze mobile ad campaigns.

In this guide I found an interesting article on Hispanic mobile advertising that highlights the importance and success of including mobile in the Hispanic marketing mix. Not to my surprise, I found that although online and general technology adoption among Hispanics lags behind the general market–it’s no big secret that the Hispanic segment significantly over-indexes in mobile phone usage.

In 2007 the Mobile Marketing Association found that 75% of Hispanics own a mobile phone and use it regularly.  Mobile marketing messages are also more successful amongst Hispanics, particularly coupons, status alerts, and sweepstakes or contests. Text message usage also increased dramatically, over 39% in the last 12 months according to a recent comScore M: Metrics study.

Sites like MTV Tr3s and social network MocoSpace offer mobile Web sites, and increasing mobile Web traffic to these sites proves that Hispanics are active and engaged mobile users. Additionally, premiere advertisers like P&G, IKEA, Coca Cola, and McDonald’s have jumped on board mobile advertising for Hispanics in an effort to deliver highly targeted and interactive mobile content to engaged users.

Evidently, mobile advertising is an essential component when marketing to Hispanics, and recognizing this sophisticated, fast-growing mobile user segment will definitely become more and more essential as mobile technology and adoption continues to grow.

Isabella Bejarano, Sr. Account Executive

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