Amplifying Diverse Voices: A Partnership to Empower the US Hispanic Audience

Digo Hispanic Media and JWPC Partner to Amplify Diverse Voices

Digo Hispanic Media and JWP Connatix are teaming up to better represent the Hispanic community – one of the most influential and powerful audiences in the U.S. This partnership is about making it easier for advertisers to reach this important demographic in meaningful ways, while also championing diverse-owned media.

While the advertising industry has made progress around Diversity, Equity, and Inclusion (DEI), there’s been concern about whether that momentum is slowing. However, connecting with diverse audiences, such as the significant and powerful Hispanic community in the U.S., isn’t just a nice-to-have, it remains a business imperative. Through this collaboration, we’re aiming to create more opportunities for advertisers to effectively engage with this demographic, recognizing the mutual benefits of supporting diverse-owned media as a key component of sound, long-term advertising strategies.

The Power of the Hispanic Audience in the U.S.

The Hispanic population makes up 20% of the U.S. population, with a purchasing power of $2.7 trillion. Despite this, many brands still find it challenging to effectively engage with this group. 

The partnership between JWP Connatix and Digo Hispanic rests on the principle that making these authentic connections goes hand-in-hand with supporting a more equitable media ecosystem. By giving advertisers access to Digo’s exclusive network of premium Hispanic publishers and leveraging JWP Connatix’s programmatic technology, we are directly investing in and amplifying the reach of diverse-owned media businesses. 

This approach helps advertisers deliver targeted and impactful campaigns that resonate with the Hispanic community and contribute to the growth and sustainability of media outlets that authentically represent and understand this audience. Our commitment is to facilitate connections that are both effective for advertisers and empowering for diverse voices in the media industry.

Connecting with the Right Audience Through Private Marketplaces (PMPs) 

For brands aiming to connect effectively with the influential Hispanic consumer base, PMP deals are a powerful approach. Unlike the open marketplace, PMPs provide advertisers with direct access to premium publisher inventory within a carefully curated environment, ensuring greater brand safety and the opportunity to reach specific audiences precisely. These deals can be tailored to meet unique advertising goals, with pre-negotiated rates and the flexibility of always-on or campaign-specific setups.

Digo's exclusive network of premium Hispanic publishers, combined with JWP Connatix's technology, allows for programmatic video curation. This involves pre-filtering programmatic supply with valuable data, including first-party, third-party, and contextual insights, to create highly relevant and effective advertising packages. 

Furthermore, leveraging JWP Connatix for PMP deals can unlock supply path optimization, potentially leading to reduced rates and improved performance through more direct connections and less hops in the supply chain. 

By making it easier for brands to access quality Hispanic media, this partnership helps create a more inclusive advertising ecosystem.

Rethinking Media Spend for a More Inclusive Approach

Brands today need to be more thoughtful about how and where they spend their media budgets. As the conversation around diversity and inclusion in advertising grows, more brands are recognizing the value of investing in diverse media channels. Still, it’s important to note that the Hispanic community is not just one homogenous group.

This audience spans a wide range of political and cultural beliefs, meaning they’re engaged with a variety of media across the political spectrum. Therefore, brands get a unique opportunity to expand their reach and grow their customer base. Regardless of your brand’s message or target audience, the Hispanic community offers significant purchasing power that shouldn’t be overlooked.

Furthermore, recent reports shed light on the slow progress the advertising industry is making when it comes to investing in diverse-owned media. According to a study by the ANA Alliance for Inclusive and Multicultural Marketing, ad investment in diverse-owned media increased 9% last year, reaching $1.9 billion. While this sounds promising, the overall share of ad spend allocated to diverse-owned and targeted media still only accounts for a small 1.4%. Investment in Hispanic-owned media saw an $11 million increase, reflecting the growing recognition of the purchasing power and influence of this audience.

The study also reveals that the pace of progress remains stagnant, even though diverse media brings high relevance, trust, and resonance to advertisers. The industry needs to accelerate its efforts and make more meaningful investments in diverse media channels that can connect brands with audiences in an authentic and impactful way.

Through JWP Connatix’s video advertising marketplace, advertisers can connect with the Hispanic community more easily to deliver ads to the right people while supporting diverse media outlets.

A Partnership Made for Growth

As Digo and JWP Connatix continue to build on this partnership, we’re unlocking new opportunities for brands to connect with diverse audiences in meaningful, high-impact ways. By prioritizing diverse-owned media and offering targeted premium advertising solutions, we’re working to make the future of advertising more inclusive and effective for everyone.