World Cup can help brands connect with Hispanic consumers

The 2014 World Cup presents brands with an opportunity to connect with Hispanic soccer fans through video ads.

Posted on Jun 9, 2014 by YuMe

The 2014 World Cup will begin on Thursday, June 12, and soccer fans are excited for the event, which only takes place every four years. The month-long tournament will culminate July 13 and in that time, video ad publishers will have deployed content not only on television, but on smartphones and tablets as well. As the 2010 tournament revealed, the World Cup is truly a multi-screen event, and fans all over the world will keep up with and view matches on a number of different devices. This should prove advantageous for brands looking to use digital video advertising to make an impression with Hispanic consumers.

Hispanic population and buying power growing
According to a report from Forbes, one of the best ways for brands to connect with Hispanics is through soccer. According to a recent study conducted by Octagon Access, 75 percent of Hispanic Millennials are active on social media and 31 percent are fans of soccer. The report also states that nearly 21 percent of Hispanics making up the demographic watch soccer on television, which is 84 percent higher than the game's average TV viewership.

This data represents a unique marketing opportunity for brands that want to introduce themselves to a segment of the population that is not only growing, but has tremendous buying power as well. According to iMedia Connection, Hispanics make up 17 percent of the population in the U.S. This number accounts for nearly 52 million people with a buying power of $1.7 trillion. Additionally citing data from the U.S. Census Bureau, the report estimates that by 2060, one-third of the population in America will be Hispanic.

This is something brands should be conscious of and why advertising to this demographic should be a key part of their video marketing strategies. The 2014 World Cup represents a unique opportunity for companies to introduce themselves to a much larger group of consumers.

"Soccer provides that seamless platform between a sport Hispanic Millennials claim as their own and also one that can now lead them to think bigger and bolder in the U.S.," Aldo Kafie, the director of Octagon Access, told Forbes.  "For brands, there is value in finding the right balance between communicating a tip of the cap to their heritage while also pushing a fresh perspective they can identify with."

Tablet usage higher among Hispanics than any other group
According to research conducted by our company, in collaboration with Instant.ly, this year's World Cup will offer a unique opportunity for brands to invest in multi-screen video advertising. The Fédération Internationale de Football Association, the governing body overseeing the event, has made it easier for fans to watch matches while away from their televisions by offering live streaming on smartphones at tablets.

Given the popularity of the game, this is good news for brands and video ad publishers that will launch digital video advertising during the World Cup. According to eMarketer, citing a recent survey conducted by PricewaterhouseCoopers, 95 percent of Hispanics in the U.S. own a smartphone, while 53 percent stated they'd purchased a tablet. For those between ages 35 and 49, the number was 64 percent, as this group stated they used a tablet at least once per day. The individuals in this particular demographic, who are also soccer fans, represent a unique opportunity for brands to make an impression with them during the World Cup.

If viewership from the 2010 tournament is any indication, the number of people watching the 2014 event could potentially be even higher, especially with FIFA placing a strong emphasis on creating a multi-screen environment for fans to enjoy.