Outdoor builds on GPS data

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Outdoor is gaining traction as a great way to extend a Hispanic ad campaign's reach, especially as the Latino population becomes more segmented and diverse.

With the advancement of better out-of-home measurement techniques, including demographic tools, Hispanic-targeted outdoor buys will be based on more than intuition.

Typically, outdoor advertisers targeting Hispanics concentrate ads in areas with high percentages of foreign-born residents, a statistic that tends to predict high Hispanic populations.

But as the outdoor industry begins to introduce demographic measurements, it will be easier to target not only Hispanic residential areas but also Hispanics' traffic patterns.

Nielsen Outdoor, for example, has begun to report demographic data in top U.S. markets by using a global-positioning-system-based measurement service.

Nielsen reported data for its first market, Chicago, last December. Meanwhile, the Traffic Audit Bureau, the outdoor industry's non-profit circulation auditor, has issued a request for proposals for a demographic measurement service. Nielsen is participating in that effort, too.

Tops $76 million

HispanTelligence pegs spending on Hispanic-targeted outdoor advertising at $76.3 million in 2004, up 2.7% from the year before, but most executives expect the pace to accelerate since spending on outdoor and Hispanic advertising continues at a fast clip.

Outdoor advertising revenue grew 7.9% through the first nine months of 2005, according to the Outdoor Advertising Association of America. The two main players are Clear Channel Outdoor and CBS Outdoor's Latino Division.

Peter Milian, VP-multicultural sales and marketing at Clear Channel Outdoor, says out-of-home is a great way to "capture Spanish-dominant Hispanics who are comfortable living an English-language life." Categories driving the growth in Hispanic outdoor include banks, cellular, healthcare and insurance. Internet companies have also emerged as big Hispanic outdoor advertisers in the past year, Mr. Milian says, because Hispanics represent the "biggest growth to be attained in future Internet usage."

Arthur Rockwell, VP-sales for CBS Outdoor's Latino Division, calls outdoor advertising the saz¢n-or the spice.

"By incorporating out-of-home in the recipe, by adding the saz¢n, it not only fills in the reach gaps but makes everything else work that much better," Mr. Rockwell says. "It reinforces other media."