By: Ann M. Mack
(Adweek IQ) Nine online Hispanic publishers and three research companies have banded together to form a committee within the Interactive Advertising Bureau dedicated to issues relating to Latino marketing on the Web.
The IAB Hispanic Committee plans to conduct research and develop standards in an effort to educate advertisers and agencies about the value of using online advertising to reach Latinos. Recent studies indicate that more than 14 million U.S. Hispanics access the Internet.
Peter Blacker, vice president of international and U.S. Hispanic interactive marketing at America Online, will chair the 21-person committee. Participating companies include 360i, AOL Latino, comScore Networks, InsightExpress, La Opinion Digital, MSN Latino, Nielsen//NetRatings, StarMedia, Terra Lycos, Univision and Yahoo! en Espanol.
“The formation of this committee will go a long way towards illustrating and communicating to marketers that they can increase their return on advertising dollars simply by developing a thoughtful and entertaining marketing message delivered through an integrated media strategy that includes interactive,” said Hector Orci, co-chair and CEO of Los Angeles-based La Agencia de Orci & Associados.