Joseph McBurney

Advertisers looking to expand their audience and acquire new customers will find opportunity in the results of the 2020 Census. According to the Census, the overall population of the United States grew by 7.4% over the last decade. Just over half of that total growth was a result of an increase in the Hispanic population, reaching 62.1 million, or 18.7% of the total in 2020. This was up from 16.4% in 2010 and 12.6% in 2000.

Recent Amazon internal data confirms that roughly 25 million accounts have changed their language setting preference from English to Spanish. A number that is 5x the amount it was only four years ago. With this, Amazon offers an incremental, in-language opportunity for brands to reach customers via Amazon DSP (demand-side platform). According to multiple Amazon case studies conducted in late 2020 and early 2021, Spanish language campaigns have resulted in a higher percentage of purchases coming from new-to-brand consumers when compared to the advertiser’s English language campaigns.

The Association of National Advertisers (ANA) conducted a survey that concluded consumers who see ads as culturally relevant are 1.5x more likely to learn more about the brand and 2.7x more likely to buy from a brand for the first time. If consumers have switched their language preference to Spanish, wouldn’t an advertiser want to connect with them in their language of choice?

Steps to Set Up

While this opportunity is currently only available through the Amazon Advertising managed service team, a self-service option is said to be on the roadmap for agencies and their partners to activate themselves. As Amazon continues to put resources toward this area of their business, they have put forward a few one-time incentives during Q3 and Q4 this year:

  • Each new brand that invests $100K in advertising will receive $100K in added value

  • Each new brand that purchases one $80K HPTO 100% SOV will receive on $80K HPTO in added value

  • Each new brand that commits to SLP advertising qualifies for an added value brand study from partners such as Nielsen/Milward-Brown

  • Each new brand that commits $150K in advertising, Amazon will optimize or create their store for a full in-language experience

Sources: 1) 2020 U.S. Census 2) Amazon data 3) ANA