Tuesday, November 17, 2009

Mobile & Web Plays Seek US Hispanics

A host of new mobile and online ad initiatives - including those from Yahoo and the Orange Advertising Network - have just been launched with the intent of targeting the 46-million-strong US Hispanic market.

In building off its already-strong mobile homepage, Yahoo is making its Spanish-language counterpart, Mobile en Espanaol, available on more than 1,900 mobile device models. The site offers mobile search, Spanish US and global news, email and social networking connections, sports, local information, RSS feeds, weather, stocks and horoscopes. It also will be offering advertisers "a variety of mobile advertising opportunities and advertising formats."

In a separate effort, Orange Advertising Network - an ad sales house in Europe that is home to 20 Hispanic publishers - is making a similar play for the Hispanic ad market in the US and Latin America, from an online perspective. Its ad tools include site-specific placements, run of network, category affinities, customized branded entertainment and direct-response campaigns. Its network also includes the starMedia portal, Spil Games and El Mundo online, one of the biggest newspapers in Spain.

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