Winners to Be Announced During Advertising Week in New York

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NEW YORK (AdAge.com) -- To draw attention to the fast-growing Latino online marketing sector, the Interactive Advertising Bureau’s Hispanic Committee will name 10 pioneers of Hispanic interactive advertising in September.
The Interactive Advertising Bureau is doing research to identify people who have played a major role in pioneering interactive Hispanic advertising.

The IAB is taking nominations until Sept. 9 on its "Los_Pioneros" or Hispanic Interactive Advertising Pioneers section. The winners will be announced in New York during Advertising Week and at an IAB conference, both happening the last week in September.

Measurement standards
The IAB is also working with TNS Media Intelligence, which has started tracking Spanish-language TV and print advertising in the last two years, to try to come up with standards for measuring Hispanic Web advertising.

The group hoped for about 100 nominations but was up to almost 225 last Friday, said Liz Sarachek Blacker, a member of the IAB Hispanic Committee and senior vice president for media at the nonprofit organization One Economy. The personal stories of the new leaders of a sector that didn’t even exist five years ago will be used in an online and offline IAB Hispanic testimonial campaign in 2006, she said.

“We have specific criteria that include innovation and creativity and some level of risk taking,” she said. The winners will be chosen by the IAB’s Hispanic board members working with the three agencies that are doing the “Pioneros” online ad campaign: Hispanic shop Lapiz, multicultural media buyer Tapestry and Starcom IP. All are part of Publicis Groupe. The campaign to invite nominations includes three executions featuring pioneers whose work led to great discoveries.

Christopher Colombus
In one online banner, Christopher Colombus’ ship sinks as it approaches a palm tree labeled “continent waiting to be discovered.” The ad continues: “Imagine if he hadn’t completed his journey. Without pioneers, big things just don’t happen.” Other executions feature Albert Einstein and Isaac Newton.

In the last five years, several specialized Hispanic online ad agencies have sprung up, Hispanic agencies have added digital departments and marketers have started creating Spanish-language sites and at least dabbling in online advertising. Fulfilling the need for syndicated research to demonstrate the fast pace at which Hispanics are going online and to record their behavior, comScore Media Metrix started Hispanic surveys based on 50,000 Hispanic Internet users in late 2002, and America Online and research firm Roper ASW just released their third annual Hispanic cyber-study in July. The most recent, released in July, found that 14% of the 14 million U.S. Hispanic online consumers have only connected to the Internet at home in the last six months, compared with 7% of the general online population.

52% home broadband
The AOL/Roper cyber-study also reported that 52% of Hispanics online use a broadband connection at home, compared with 50% of the general online population, and that Hispanics are younger than non-Hispanic online users and more likely to use features like instant messaging and music files downloads.

Numbers are still scarce for online advertising revenue, though. Online agencies and the IAB roughly calculate that online advertising will total between $50 million and $60 million this year -- up from just about $10 million several years ago and dominated by Spanish-language TV network Univision’s Web site, Univision.com -- but no one measures the sector. TNS Media Intelligence is working with the IAB to try to set up standards for measuring Hispanic online advertising. So far TNS is monitoring 16 of the larger sites, including Univision.com, AOL Latino, La Opinion and Batanga, but on almost half of those sites TNS is just tracking creative rather than measuring spending, the company said.

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