Reaching U.S. Hispanic Audiences with Precision AI

1. The Growing Importance of Hispanic Audiences

• Demographic momentum: Hispanics now comprise nearly 20% of the U.S. population, with about 65 million individuals, and are projected to grow to over 28% (~111 M) by 2060^Source.

• Increasing buying power: Their economic influence is soaring—buying power is forecast to exceed $2.5 trillion by 2026^Source.

• Streaming dominance:

‣ 94% of Hispanic households have access to CTV, and 78% prefer streaming over linear TV^Source.

‣ Hispanics have the highest digital video penetration (81.3%)^Source.

Why it matters
‍
Effective advertising to Hispanics requires nuance—one-size-fits-all fails across generations, dialects, cultures, and media habits^Source

2. The Diversity Within the Hispanic Segment

Hispanic Americans are not monolithic; they vary across:
• Acculturation levels:

‣ Non-acculturated (Spanish dominant, foreign-born)

‣ Semi-acculturated (bilingual, bicultural)

‣ Fully acculturated (English dominant, third-generation)^Source

‍• Generational differences:

‣ Younger Hispanics (Gen Z, Millennials) are more bilingual, digital-first, influencer-driven, and culturally hybrid .

‍• Language & cultural nuance:

‣ 64% say brands acknowledging cultural traditions influence purchase decisions^Source

‣ Even English-dominant Hispanics respond emotionally to Spanish ads^Source

3. Smoot’s CTV Intelligence Framework

Streaming across CTV is essential:

‍• 78% of Hispanic CTV users watch ads aligned with their interests;
• 71% find ads more relevant when matching content^Source.
• They prefer AVoD (ad-supported streaming) and invest +2 hrs/wk—14% higher than general audiences^Source.

This highlights the need for contextual, culturally aware targeting in ad placement.Smoot’s platform transforms raw bid data into a sophisticated, enriched signal stream by adding:

4. Smoot’s Technology Advantage

A) Bid Enrichment with AI & Third‑Party Data

Smoot enriches each bid with: Content metadata: genre, cast, mood, emotional tone

Real-time session behavior, retention signals

Device and connectivity quality

Third-party demographic and cultural data

AI-generated sentiment and context interpretation

This transforms raw bid requests into rich, actionable insights, making each impression more valuable.

B) AI Agents Driving Real-Time Activation
Smoot doesn’t just analyze—it acts:

AI agents match creative, audience, and placement automatically

Identify optimal context (e.g., Spanish-language dramas vs. bilingual comedies)

Tailor messages respecting acculturation, language preference, and viewing patterns.

5. How Smoot Enables Better Hispanic Reach

Advertisers using Smoot for CTV campaigns consistently report:

1. Granular segmentation & relevance
‍
• Distinguish between non-, semi-, and fully acculturated households

• Reach bilingual Gen Z across YouTube and CTV intelligently

• Prioritize Spanish-language content for heritage-oriented first-gen viewers

2. Cultural & emotional resonance

• Place ads in content that reflects traditions, values, or generational identities

• Detect emotional context (pride, family values, entertainment tone) via AI to deliver the right message at the right moment

3. Cross-platform consistency

• Maintain brand safety and relevance across CTV, web, apps

• Seamless insertion of culturally adapted or language-specific creatives

4. Better KPIs, smarter spend

‍• Targeted reach improves CPV, VTR, and CTR

‍• AI-driven session and conversion scoring ensures high engagement

‍• Performance optimization minimizes waste and maximizes ROI

6. Real-World Impact (Case Illustration)

Example scenario:
A retail brand seeks to engage Cuban-Americans in Miami born between 1980–2000. Smoot delivers ads during Spanish‑language dramas, via AI‑agent optimization, yielding a 30% higher view-through rate and 25% lower CPV compared to generic campaigns.

By aligning message, format, language, and context, Smoot drives both cultural 연결 and performance effectiveness.

7. Conclusion

With over 65 million Hispanics in the U.S., rising streaming adoption, and diverse cultural profiles, brands must move beyond broad Hispanic targeting. They need precision, relevancy, and automation.

Smoot delivers this through:

Realtime bid enrichment

Generative AI context interpretation

Cultural nuance integration

Automated activation via AI agents

The result? Advertisers can:

Reach precise Hispanic micro-segments

Engage authentically with language and cultural relevance

Fuel performance at scale—with creative resonance and measurable ROI

Insights / Papers

Reaching U.S. Hispanic Audiences with Precision AI

Hispanics now comprise nearly 20% of the U.S. population, with about 65 million individuals

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Leading the Future of CTV Audiences in the U.S.

Connected TV (CTV) has become the centerpiece of modern media consumption in the United States.

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