ADOTAS – Mobile marketing company HipCricket is launching what it says is the first-ever comprehensive Hispanic mobile marketing network, in a bid to capitalize on their spending power and receptiveness to text messages.
“Hispanics had about $860 billion worth of purchasing power last year,” Ivan Braiker, chief executive officer of HipCricket, told ADOTAS. “And 75% of Hispanic households have more than one phone – and more than half already communicate with text messages. On top of that, 32% say they’re either receptive or highly receptive to text message ads as long as they’re relevant. We wanted to tap into this market because it represents a huge opportunity for everyone involved.”
HipCricket’s new network comprises a family of Hispanic media properties that can be leveraged by brand marketers to deliver targeted, interactive mobile marketing programs to the handsets of opted-in mobile users. Bustos Media, Lotus Communications and the Davidson Media Group are among the first to join the new network; they represent more than 50 radio and TV stations with about 1 million listeners and viewers.
“Joining HipCricket’s Hispanic Mobile Marketing Network was an easy decision because of the company’s proven track record—they have executed more than 17,000 mobile campaigns that have delivered dramatic, measurable improvements in revenue generation, listener engagement, audience growth and advertiser ROI,” said Amador Bustos, president and chief executive officer, Bustos Media, a Spanish-language broadcasting company that owns and operates radio and TV stations in high-growth markets throughout the United States, in a release.
As Braiker said, Hispanics very receptive to mobile ads, and according to an M:Metrics study, the number who respond to text message ads has increased by 20% in the past year. In addition, text message usage has grown by 39% in the past 12 months. Hispanics are also the fastest-growing population segment – their buying power will reach $1.2 trillion by 2012, according to the Selig Center for Economic Growth.
HipCricket’s clients include Clear Channel Radio, Perry Broadcasting, Inc., NBC, Coca-Cola and Hershey’s.