Why Hispanic Out of Home Advertising?

It makes sense to target Hispanics with out of home advertising for 4 reasons:  Hispanics are a large demographic group; Hispanics are growing; Hispanics are young; and Hispanics are more likely to notice out of home ads.

  • A large demographic group. Hispanics are the largest minority group in the US.  One in six US residents is Hispanic.  Hispanics accounted for 57 million (17%) of the 323 million people in the United States.
  • A growing population. Hispanics have accounted for half the population growth in the united states since 2010.
  • A young population. Hispanics skew young.  The median age of Hispanics in the United States is 29 versus a median age of 40 for the non-Hispanic population in the US.  By advertising to Hispanics businesses can reach a large segment of the population whose brand preferences are still being formed.
  • A group that notices out of home.  Hispanics are more likely to view out of home advertising than non-Hispanics due to a younger age and more reliance on public transit.  This chart shows that Hispanics are 5-88% more likely to view out of home adverting than the average US Traveler.

Where Should You Invest in Hispanic Out of Home Advertising?

It makes sense to target Hispanics with out of home advertising in areas with significant Hispanic populations.  More than half of the Hispanic population is in three states: California, Texas and Florida.  Here’s a list of the 30 US DMA’s with the largest Hispanic population:

DMAState2014 Hispanics
Los Angeles Long Beach AnaheimCalifornia6.0 million
New York Newark Jersey CityNew York/New Jersey4.8 million
Miami Fort LauderdaleFlorida2.5 million
HoustonTexas2.3 million
Riverside San BernardinoCalifornia2.2 million
Chicago NapervilleIllinois2.0 million
Dallas Fort WorthTexas1.9 million
Phoenix Mesa ScottsdaleArizona1.3 million
San Antonio New BraunfelsTexas1.3 million
San Diego CarlsbadCalifornia1.1 million
San Francisco OaklandCalifornia1.0 million
Washington Arlington AlexandriaDC, Virginia, Maryland0.9 million
McAllen EdinburgTexas0.8 million
El PasoTexas0.7 million
Orlando Kissimmee StanfordFlorida0.6 million
Denver Aurora LakewoodColorado0.6 million
Austin Round RockTexas0.6 million
Las Vegas HendersonNevada0.6 million
Atlanta Sandy SpringsGeorgia0.6 million
Philadelphia CamdenPennsylvania, New Jersey0.6 million
Tampa St PetersburgFlorida0.5 million
FresnoCalifornia0.5 million
San Jose SunnyvaleCalifornia0.5 million
Boston Cambridge NewtonMassachusetts0.5 million
SacramentoCalifornia0.5 million
BakersfieldCalifornia0.4 million
AlbuquerqueNew Mexico0.4 million
Brownsville HarlingenTexas0.4 million
TucsonArizona0.4 million
Seattle Tacoma BellevueWashington0.4 million

Source: 2014 US census.

Spanish or English?

Spanish language advertising is important because only 41% of Hispanics report that they speak English “very well”.  Look at this Pew Research chart.

The research shows that advertising in Spanish promotes respect and retention.  52% of Spanish-dominant Hispanics say hearing an ad in Spanish makes them think a company respects them and wants their business.  53% of Spanish-dominant Hispanics remember an ad better if it is in Spanish.

Source: OAAA, Marketing to Hispanic Consumers

Rodolfo Queiroz

Rodolfo Queiroz

Rodolfo Queiroz is an expert in the Out-of-Home world and is based out of Los Angeles, CA currently working at DASH TWO. Rodolfo has worked closely with clients primarily in the lifestyle apparel and music space, such as American Apparel, CoverFx and Interscope Records. Part of an agency, Rodolfo works with clients to help develop outdoor campaigns that reaches audiences through brand awareness and support their respective business objectives. He is responsible for the expansion and organization of client brands’ OOH strategy.

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