Embracing Diversity and Driving Success with Out-of-Home Advertising

Hispanic Heritage Month is a significant occasion that celebrates the rich culture, heritage, and contributions of the Hispanic community. As marketers, it presents a valuable opportunity to connect with the growing Hispanic audience and build meaningful relationships. In this blog post, we will explore effective strategies and tactics, with a specific focus on Out-of-Home (OOH) advertising, for Hispanic Heritage Month marketing and how embracing diversity can lead to long-term success.

Read next: 3 Examples of Hispanic Marketing Campaigns that Hit the Mark

Understanding the Hispanic Audience

The Hispanic population is experiencing remarkable growth, making it a key demographic to consider in marketing campaigns. With over 62.5 million Hispanics in the United States alone, representing 18.8% of the total population, their influence is undeniable (U.S. Census Bureau). Furthermore, the purchasing power of Hispanics continues to rise, with an estimated $1.9 trillion in consumer spending projected by 2023 (Nielsen).

Language plays a vital role in engaging the Hispanic audience. A study conducted by the Pew Research Center found that 68% of Hispanics in the U.S. speak Spanish at home, emphasizing the importance of incorporating Spanish-language content in marketing efforts. Moreover, research by ThinkNow indicates that bilingual Hispanics prefer advertising in both English and Spanish, with 84% finding it important to see ads in both languages.

Read next: Recession-Proof Your Marketing with the Latino Market

Benefits of Marketing to the Hispanic Audience

Marketing to the Hispanic audience offers substantial benefits for businesses. Hispanics exhibit strong brand loyalty, with 49% stating they are more likely to buy from a company that actively supports the Hispanic community (Sensis). Moreover, Nielsen reports that Hispanics are 1.5 times more likely to become repeat buyers when they feel that a brand values their heritage and culture.

There is a massively underrepresented audience that marketing professionals have been ignoring at their own peril. The time to get started on a targeted Hispanic marketing strategy is now. The market is big, it is growing, and other brands have not been targeting it—potentially leading to far better outcomes than using advertising spend for demographics that are already inundated with targeted advertising. 

Read next: 3 Ways to Reach Hispanic Consumers with Out-of-Home Marketing

Key Strategies for Marketing during Hispanic Heritage Month

Marketing during Hispanic Heritage Month requires cultural relevance and authenticity. A study by Google found that 76% of U.S. Hispanics appreciate brands that showcase their culture in advertising. By incorporating Hispanic traditions and celebrations into marketing campaigns, brands can create a sense of connection and resonate with the audience.

Out-of-Home (OOH) advertising serves as a powerful solution for reaching the Hispanic audience. According to a study by OAAA, 66% of Hispanics surveyed said they had noticed an OOH ad in the past month, highlighting the effectiveness of this medium. Additionally, OOH advertising generates high levels of trust, with 66% of Hispanics believing that OOH ads are credible (OAAA).

Read next: Why You Should Advertise to the Hispanic Market

Effective Channels and Tactics

OOH advertising allows for creative and visually compelling storytelling that resonates with the Hispanic audience. Research by OAAA indicates that 57% of Hispanics find OOH advertising to be eye-catching, and 51% believe it stands out from other forms of advertising. By featuring Hispanic faces, languages, and culturally relevant imagery in OOH ads, brands can showcase their commitment to diversity and inclusion.

Below are a few of our proven strategies for advertising to the Hispanic audience during Hispanic Heritage Month:

  • Targeted advertising is essential: Hispanic consumers are far more likely to visit local grocery stores (up to 30% more likely) and twice as likely visit local convenience stores than the general public. This presents an opportunity for physical advertising in those spaces to get your message across.
  • Support similar causes: The landscape of customer relations is shifting. People want brands to be aligned with causes that they’re interested in and are likely to stop buying if they aren’t meeting their standards. Our research shows that around 63% of Hispanic consumers care about racial equality, while 52.7% care about mental health. Aligning your brand with one of these causes can help the authenticity of your message. 
  • Culture matters more than language: This isn’t to say that Spanish language advertisements won’t work—they can help, but Hispanic consumers pay attention to marketing in English just as much. What’s more important is that you reflect Hispanic culture authentically. People like to feel seen and appreciated, and it shows in their buying habits—56% of Hispanic consumers say they are more likely to pay attention to marketing that reflects their culture. 
  • In-community marketing is more effective: Since 2017, the Hispanic community has put more trust in print media while starting to have less regard for social media and traditional web marketing. Publishing in Hispanic community magazines and physical spaces is your best bet for getting the engagement that you’re looking for.

Measuring Success and Return on Investment

To evaluate the success of marketing campaigns targeted at the Hispanic audience, brands must define key performance indicators (KPIs). These KPIs may include metrics such as brand recall, message association, and ad impact. According to a study by Geopath, OOH advertising drives a 66% increase in online search activity, demonstrating its effectiveness in generating interest and engagement.


Marketing to the Hispanic audience during Hispanic Heritage Month is not only a business opportunity but also a celebration of diversity and inclusion. Out-of-Home advertising serves as a powerful solution to engage the Hispanic audience effectively, capturing their attention in their everyday environments and generating brand awareness. 

By incorporating cultural relevance, language considerations, and community engagement into OOH campaigns, brands can build meaningful connections and drive long-term success. Embrace the cultural richness of the Hispanic community, leverage OOH advertising, and measure the impact to create impactful campaigns that resonate with the Hispanic audience. Let us embrace diversity, celebrate Hispanic Heritage Month, and unlock the immense potential that lies within the Hispanic market.

David Mesas

As VP, Growth and Strategy at Refuel Agency, David Mesas works with agencies and brands across many industries providing media and marketing services to reach military, multicultural, and youth audiences throughout the U.S. David and his team provide brands with a 360-degree sphere of influence and engagement with these highly coveted consumer audiences. David invests in personal & professional development and enjoys coaching/mentoring others to reach their goals, while realizing their true potential. He's passionate about long distance running and high endurance sports.