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Hispanics spend more time online than the general population, at least according to one often-cited study. To promote such statistics and get more advertisers to target Latinos online, the Interactive Advertising Bureau’s new Hispanic Committee is enlisting agency help.
“We thought, ‘We’re in marketing—let’s do some marketing,’ ” said Liz Sarachek, executive director of sales at Yahoo! en Español, who is leading the committee’s efforts. The committee plans to issue requests for proposals to 12-15 Hispanic and general-market shops in early February for a pro-bono assignment aimed at marketing and agency decision makers.
“We believe the opportunity to play an integral role in continuing the growth of this industry will be a great incentive to an agency,” added Sarachek.
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