AOL: Spanish-Language Web Ads Missing Target

The traditional strategy for targeting U.S. Hispanics online—which could be summed up as “let’s translate our ads into Spanish”—is no longer an effective means of reaching the increasingly complex market; and may even end up alienating a large number of consumers, according to a new Hispanic Cyberstudy released by AOL.

During a breakfast presentation to a group of advertisers and agencies in New York on Tuesday (Jan. 26), AOL executives argued that gauging Hispanics’ attitudes and language preferences only by their level of acculturation—i.e.

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