If brands want to break into the Hispanic market, they might be smart to make ads that are bilingual, family-centric or focused on mobile banking. At least that's what Nielsen's analysis of the top 10 Spanish-language ads shows.
Nielsen evaluated over 300 Spanish ads that aired on television during the first six months of the year to determine which ones connected with Hispanics, who now have a collective $1.4 trillion in spending power.
"Marketers and brands have excellent opportunities within the Hispanic segment of the population," said Monica Gil, svp of multicultural affairs at Nielsen. "Advertisers have become more creative with ways to reach them, and will continue to develop cultural relevancy to demonstrate the value of their products and brands in the future."
Brands that made the list, like Kraft Foods and St. Jude Children's Research Hospital, leveraged emotions and showcased family values. Spots that used English in addition to Spanish were also effective. After all, the number of Latino millennials who identify as bilingual is growing dramatically in the U.S., Nielsen reports. And 62 percent of the country's adult Hispanics speak English or are bilingual, according to Pew Research Center’s National Survey of Latinos.
As for the popularity of ads that feature mobile banking, Hispanic consumers are quick to adopt new technology. In fact, 41 percent use mobile banking compared to 36 percent of non-Hispanic consumers.
Here's a look at the top 10 ads: