Adsmovil as a sponsor of the first edition of Latin US Day in Cannes, participated in two panels: Innovations in Targeting Latino Audiences and Cultural Nuance in Cross-Platform Campaigns as a panelist.

In the Innovations in Targeting Latino Audiences discussion, Jessica Ricaurte, Chief Revenue Officer at Adsmovil, lead the conversation on the latest technologies and methodologies in data analysis and AI that are helping marketing professionals better understand and target the Latino demographic. She joined with Doug Melville, Chief Executive Officer at Jodie AI, Michael Roca, Executive Director, Cross-Cultural Center of Excellence at Omnicom Media Group, and Francisco Cardenas, Principal, Digital Strategy & Integration, LERMA/.

“To adapt messages to a diverse Hispanic audience, it is ideal to understand not only the consumer’s age but also their level of acculturation, preferred language(s), country of origin, etc. Once this is understood, we can start dissecting the language used in the messages and what cultural ethos should be our genesis” explained Jessica.

Regarding cultural relevance in campaigns, the panel Cultural Nuance in Cross-Platform Campaigns discussed the importance of cultural sensitivity and precision in advertising across different platforms and how to effectively adapt messages for diverse Latino audiences. The panel moderated by Mara Fernández, Chief Transformation Officer of PRODU, reunite Tanya De Poli, Founder & Chief Operating Officer at FOUNDERS; Jessica Ricaurte, Chief Revenue Officer at Adsmovil; and Santi Lucero, Global Chief Creative Officer at Samy Alliance. 

“Cultural relevance in advertising is important because it drives a deeper connection with the consumer; language alone is not the answer. Many ads are translated into Spanish, for example, but the central message is based on an American concept or truth. This translated ad may not connect with a Hispanic consumer because the genesis of the ad is based on an American ethos (e.g., self-sufficiency, individualism),” Jessica explains. She exemplifies that Hispanic ads for Spanish-dominant Hispanics need to be rooted in collectivism to be relevant. “Culturally, if ads are developed from a framework of ‘this consumer is independent’ versus ‘this consumer is naturally interdependent,’ the ad will fail, even if it is in Spanish. So, culture, both the ethos and the information about the consumer’s country of origin or family history, tells the consumer: You matter. I am speaking to you!” said Ricaurte.