chad lehman - google - webcongress miami 2013
TRANSCRIPT
How to win with the Hispanic Digital ConsumerNovember 2013Web Congress MiamiChad Lehman
The Future is Here
Google Fiber: 200X more bandwidth Google Now: Answers without asking
Google Glass: Seamless devicesProject Chauffeur: Really smart car!
First 8 Quarters Cumulative Unit Shipments, iPod vs. iPhone
vs. iPad
10,000
30,000
50,000
70,000
Quarters After Launch
Glo
bal U
nit
Sh
ipm
en
ts (
00
0)
0 1 2 3 4 5 6 7 8
First 8 Quarters Cumulative Android & iPhone Unit
Shipments
Quarters After LaunchG
lob
al U
nit
Sh
ipm
en
ts (
00
0)
2 3 4 5 6 7 8
Source: Kleiner Perkins
50
150
250
0 1
Adoption of Technology Accelerates
Smartphones the #1 screen
Source: Kleiner Perkins
The US Hispanic Market is the Future Growth Engine
Sources: 1) U.S. Census Bureau. Projections by age, sex and Hispanic origin. Released August 2008. 2) U.S. Census Bureau. “The Hispanic Population: 2010 2) eMarketer, “U.S. Buying Power by Race/Ethnicity, 1990, 2000, 2010 &2015”, December 1, 2010
50.5M Hispanics in the U.S. today
$1Tin spending power
1 in 6People in the U.S. is Hispanic
88% of the population growth among A18-34 will come
from Hispanics from 2010-2020
1 in 4babies born is Hispanic
27.6Hispanic median age vs. 42.3 NH White and 37.3 national median
age
Will grow +42% by 201716% of the total population
1 in 3 in AZ, CA, NM & TX
1 in 2 in CA, FL, NY & TXProjected to keep growing A younger population
Latino influence cannot be ignored
DrivingEconomic Growth
Walmart Senior VP predicts all sales growth will come
from multicultural consumers
InfluencingDecision MakersHispanic voter presence
grew 4% and had a significant impact in battleground states
ChangingTraditional Media
Traditional Spanish networks are shifting
strategy to reach younger, bilingual Hispanics
Hispanics are more likely to research products and reviews online
Sources: 1) Shopper Sciences custom study, Ethnic cuts for Hispanic 2) comScore MobiLens Audience Profile, August 2011. Target Audience: US Hispanics 13+ who access the mobile web. Answered “yes” to being of Hispanic/Spanish origin or descent and lives in US.
23% research product features on
mobile phone2
(vs. 18% Gen. Market)
42% readproduct reviews or endorsements online1
(vs. 31% Gen. Market)
52%comparison shopped
products online1
(vs. 38% Gen. Market)
An audience that is highly engaged with digital advertising
Source: 2012 Terra Hispanic Digital Consumer Study comScore
Brand Recall80% more likely to remember brands seen advertised online,
across all devices (36% of Hispanics vs. 20% NH)
In-Store Visits73% more likely to have visited a retail store for the product or service being advertised online
(38% of Hispanics vs. 22% NH)
Video Resonates94% more likely to remember
the brands advertised on a viral video (31% of Hispanics vs. 16% NH)
Marketers Want to Reach US Hispanics at the Moment of Relevance
US Hispanics A18-34 Spend More Time
Streaming Content than Watching Live TV
Source: ComScore VideoMetrix May 2012
Base: Total Respondent / Q8. How many hours a week do you spend doing the following activities (activities listed above in chart)?Source: Google Generation V Survey
Total time streaming is equivalent to live TV among Hispanics 18-34
Spend More Time Streaming Than Live TV
Mean Hours Weekly
Total
Pre-recordedTVStreamingon TVStreamingonline
Live TV
3.9
1.0
1.6
9.2
6.5
Hispanics 18-34
Pre-recordedTV
Streamingon TV
Streamingonline
Live TV 3.2
2.6
3.5
6
9.3
Pre-recordedTV
Streamingon TV
Streamingonline
Live TV
3.3
2.1
2.7
6.1
Hispanics
8.1
Base: Total Respondent / Q8. How many hours a week do you spend doing the following activities (activities listed above in chart)?Source: Google Generation V Survey
US Hispanic is not a one-size-fits-all segment “Translating” a media plan doesn’t translate
Language preferences
Country of origin
Cultural nuances
Unique search habits
Video adoption
Social tendencies
Drive efficiencies during ZMOT (the Zero Moment of Truth)
Sources: 1) Google US Hispanics 2010, October 2010, OTX. Base: Search Engine Users. Which of the following search engines do you use to gather information online? / A box (letter) indicates significant difference from comparative group(s) at 95% confidence. 2) Google Internal Data
Hispanics search in both Spanish and English. 93% using Google as their primary search engine, and we can help you reach a variety of language preferences.
Spanish-language search costs are about 30% lower for brand CPCs & 60% lower for generic CPCs.
Solution:
“I’m already reaching Hispanics with my current search plan.”
“How can I drive efficiencies in my DR strategy.”
Challenge:
Search
Engage users seeking relevant video content
Sources: GfK MRI Doublebase 2011 Survey. Among Spanish or Hispanic Origin or Descent and 18-49
YouTube has a higher reach for Hispanic A18-49 than prime TV shows like American Idol and Sábado Gigante.
In 2013 YouTube is forecasting nearly $100M of combined :15 and :30 pre-roll videos reaching the Hispanic audience.
Solution:
“I’m already reaching Hispanics with my TV buys.”
“Most digital video content is available through the major Spanish-language TV networks.”
Challenge:
Display
Drive impact and a call-to-action while on the go
Source: 1) Nielsen “State of the Hispanic Consumer” 2) Source: Shopper Sciences custom study, Ethnic cuts for Hispanic.
Mobile
Hispanics are 28% more likely to own a smartphone than Non-Hispanics, and outpace all other ethnic groups in data consumption.
Hispanics are significantly more likely to search the web, search for coupons on store website and scan a QR code…while in-store.
Solution:
“Hispanics aren’t on mobile.”
“Does mobile really have an impact on the path to purchase?”
Challenge:
