|'Google is going to bring not only search expertise, but focus to the Hispanic market for its advertisers,' said Javier Sarlegui, president Univision Online.
Choice of English or Spanish
Under the agreement, Google provides content and ad results in the user’s choice of Spanish or English. Google also delivers results within Univision.com. The ad deal is a revenue-sharing agreement between Google and Univision Online, the most-trafficked Spanish-language site.
Univision Online had been using Yahoo Search Marketing to provide search results on the site.
“Looking at the numbers that Hispanics represent in the U.S. population, it is a percentage that demands a set of ad results unique to their needs,” said Patrick Keane, head of sales strategy at Google. Hispanics represent 14% of the U.S. population.
Avid Internet users
Hispanic consumers are more avid Internet users than the U.S. general population, according to the third annual AOL/Roper Hispanic Cyberstudy. In the last six months, 14% of Hispanic online consumers installed an Internet connection at home, compared with just 7% of the general population. And Hispanic respondents spend more time online at home -- 9.2 hours a week compared with 8.5 hours for the general population.
“Google is going to bring not only search expertise, but focus to the Hispanic market for its advertisers,” said Javier Sarlegui, president Univision Online. “When advertisers realize that Univision is part of the Hispanic package, it will bring a lot of credibility to the sector.”
Univision.com is visited by more people of Hispanic origin than any other Spanish-language site, according to Nielsen-NetRatings. No. 2 is AOL Latino, followed by MSN Latino, then MiGente.com.