International businesses know that they need to show an understanding of their consumers on a global scale—they’re multilingual, they employ cultural experts and they keep an eye on international trends.
Despite being an ever-expanding market, the Hispanic demographic has been historically underserved by advertisers. While people of Hispanic descent make up over 18 percent of the population of the United States, only 6 percent of advertising revenue is spent trying to reach this segment of the population. Many of the target audience speak Spanish as their first language, yet advertisers spend very little time and money crafting ads in their native language.
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