Tuesday, January 4, 2011

Target Audience: Hispanics Receptive To Interactive Ads

By David Goetzl, MediaPost.

Digital media producer Terra offered research Monday indicating that Hispanics may be a successful target for interactive TV campaigns. A new study commissioned by the Hispanic-targeted Internet company -- which runs lifestyle site Terra.com -- shows that almost 40% of Hispanics "enjoy" interactive options provided by online video ads.

The research has that figure at 37%, compared to 25% of non-Hispanics. Terra said Hispanics appreciate the opportunity that online video advertising provides for obtaining additional information about a product, which traditional TV ads don't offer.

To be sure, gathering that information can occur more swiftly online, perhaps with only a single click. But advertisers have been experimenting with TV ads that offer some Internet-like capabilities, in which a viewer can use a remote control to order a product sample, coupon or brochure.

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