SOURCE: AudienceScience


February 08, 2011 09:00 ET

AudienceScience Enhances Hispanic Audience Targeting Solution for Advertisers to Reach Fastest Growing Segment of U.S. Online Population

NEW YORK, NY--(Marketwire - February 8, 2011) - AudienceScience®, a global online advertising technology company delivering digital marketing success, today announced the launch of AudienceScience Hispanic Audience Targeting, a solution enabling advertisers to reach up to 70 percent of online Hispanic consumers across a network of thousands of Spanish and English language Internet sites. With its acquisition of Hispanic targeting leader Consorte Media in 2010, AudienceScience has continually grown its access capabilities to one of the fastest growing online audiences.

eMarketer predicts that the Hispanic online population to grow by nearly 10 million people between 2010 and 2014, and U.S. Census results due in the coming weeks could boost that estimate even further. Next year, eMarketer forecasts 32.2 million, or 62.9 percent of the U.S. Hispanic population, will be online. According to a report by Research and Markets, U.S. Hispanic purchasing power is projected to reach as much as $1.3 trillion by 2015, equaling a projected 12 percent of overall U.S. purchasing power.

Advertising agency partner Fraser Communications has been leveraging AudienceScience in their First 5 California campaign that provides health, education, services and support for California's expectant parents and parents with children up to age 5.

"We are constantly looking for ways to effectively use the dollars budgeted to our clients. Benefitting from solid audience targeting capabilities, like those provided by AudienceScience, enables us to reach our target Hispanic audience with scale like never before," said Genny Drennen, director of digital media at Fraser Communications responsible for managing the marketing efforts for First 5 California.

AudienceScience's Hispanic Audience Targeting taps into that power by offering marketers a reach of over 19 million unique Hispanic visitors per month. The company's industry leading network, combined with the advanced targeting technology of The Audience Delivery System, provides both the scale and the audience platform for advertisers to reach Hispanic consumers with relevant messages at exactly the right moment, regardless of language barriers.

AudienceScience Hispanic Audience Targeting comprises the following solutions and capabilities:

  • Consorte Hispanic Channel: Reach Spanish-speaking Hispanics on Spanish media.
  • Bilingual Hispanic Audience Targeting: Reach bilingual Hispanics on English language media.
  • Hispanic Audience Targeted Segments: Target Hispanics with specific interests and intent on English or Spanish language content. Interest/intent categories include Auto, Demographic, Entertainment, Lifestyle and Custom audiences. To find out more about Hispanic Audience Targeting segments visit

"AudienceScience Hispanic Audience Targeting offers unprecedented reach and relevance into this powerful market segment to provide results for clients, like Genny who are targeting this robust demographic," said Jeff Hirsch, president and CEO, AudienceScience. "As the largest and most trusted audience aggregator in the world, with specific solutions for marketers, AudienceScience is ahead of the curve in enabling access to this extremely valuable target audience."

Recent research also suggests that Hispanics make an ideal audience for targeted advertising. comScore notes that U.S. Hispanic consumers expect advertising to be entertaining and many enjoy watching advertisements; additionally, 35 percent state that they remembered advertised products when shopping, and 30 percent state that advertising helped them choose products to buy for their children. A study by digital advertising company Terra found that 36 percent of Hispanics versus 24 percent of non-Hispanics said that internet advertising has motivated them to go to a retail store, and 35 percent said that an online movie campaign influenced their decision to see a movie.

About AudienceScience:
AudienceScience is the largest and most trusted audience aggregator in the world. As an early innovator of online advertising technology, AudienceScience continues to revolutionize the industry, enabling universal access to audiences and driving digital marketing success. The Audience Delivery System, a comprehensive global media solution, comprises the AudienceScience Gateway, the premier audience targeting and data management platform, delivering efficient and effective online advertising, and AudienceScience Connect, the industry's first media transaction platform enabling streamlined and transparent premium media buying and selling, including state-of-the-industry Real Time Bidding support. With 270 billion data insights daily into over 386 million people worldwide, AudienceScience makes it simple to find, reach and achieve one-to-one marketing at scale. Since 2003, AudienceScience has delivered over 250,000 targeted campaigns for clients including American Airlines, Financial Times, Gannett, New York Times Digital,, T-Com, Orange, Terra, Telecom Italia and Wall Street Journal Digital. For more information, please visit and Follow AudienceScience on Twitter

About Fraser Communication:
Founded in 1992 by Renee Fraser, Ph.D., Fraser Communications is the largest woman-owned communications firm and 3rd fastest growing private company in Los Angeles. Fraser Communications was built out of Fraser's desire to use advertising and communications to make a difference in the world. For advertising to be effective, it needs to tap into a psychological insight or human truth. And when it does, dramatic results will follow. As a full service advertising agency, Fraser Communications has helped deliver those kinds of results for past and present clients, such as Toyota, Whole Foods, Wendy's, Saint John's Health Center, Nevada State Bank, East West Bank, Flex Your Power, Metropolitan Water District, United Way of Greater Los Angeles, AIDS Healthcare Foundation, County of Los Angeles Public Health and the Presidential Climate Action Plan. Additional information is available at

About First 5 California:
First 5 California, also known as the California Children and Families Commission, was established after voters passed Proposition 10 in November 1998, adding a 50 cents-per-pack tax on cigarettes to fund education, health, child care and other programs for expectant parents and children up to age 5. Since its creation nearly a decade ago, First 5 California has brought these critical services to millions of parents, caregivers and children ages 0 to 5, and they are striving to reach thousands more every day. For more information, please visit