Monday, January 12, 2004
New IAB Hispanic Committee To Promote Value Of Online Advertising In Reaching Hispanic Audience

New York, NY (January 12, 2004) The Interactive Advertising Bureau (IAB) today announced that the major online Hispanic publishers have banded together to form the IAB Hispanic Committee. This is the first time the major companies have worked in a collaborative manner under one umbrella on issues related to Hispanic marketing on the Internet. The committee will seek to educate advertisers and agencies on the marketing benefits and value of using online advertising to reach the Hispanic community. The committee will deliver these objectives through research, standards development and stakeholder education.

“The Internet is fast becoming one of the best channels to reach the Hispanic consumer. The formation of this committee will go a long way towards illustrating and communicating to marketers that they can increase their return on advertising dollars simply by developing a thoughtful and entertaining marketing message delivered through an integrated media strategy that includes interactive,” said Hector Orcí, Co-Chair/CEO, La Agencia de Orcí & Asociados.

As part of its broad efforts, the committee collectively developed an all-encompassing presentation entitled “Reach U.S. Hispanics Through Online Marketing” that will be rolled out to agencies, advertisers and marketers. The presentation covers research, case studies and demographic evidence demonstrating the power of the Hispanic market and the Internet’s essential role in any marketing mix.

Highlights from “Reach US Hispanics Through Online Marketing”:

US Hispanics view 15% more pages and spend 9% more time online than the general U.S. market (Source: comScore Media Metrix).

More than 14 million US Hispanics have access to the Internet (Source: comScore Media Metrix).

45% of Hispanics are 24 years of age or younger a highly sought target by many advertisers (Nielsen NHTI 2002 Universe estimates).

The Internet has opened a world of new opportunities for Hispanic marketers seeking to reach a national audience with one media buy,” said Adam Gelles, Director, Industry Initiatives, IAB. &#x201CWith such senior industry leaders participating on the committee, we have every confidence that we will successfully persuade marketers of the valuable role online has in any marketing plan geared to the Hispanic audience.”

The following IAB member companies currently participate on the Hispanic Committee: 360i, AOL Latino, comScore Networks, InsightExpress, La Opinión Digital, MSN Latino, Nielsen//NetRatings, StarMedia, Terra Lycos, Univision and Yahoo! en español.

The Hispanic Committee is chaired by Peter Blacker, Vice President of International and U.S. Hispanic Interactive Marketing, America Online, Inc. The Hispanic committee members are: Dave Williams, 360i, Borja Perez, AOL Latino, Richard Israel, comScore Networks, Matthew Pasternak, Insight Express, Mary Zerafa, La Opinión Digital, Soizic Sacrez, La Opinión Digital, Aida Pacheco, MSN Latino, Ann Sestero, MSN Latino, Jackie O’Brien, MSN Latino, Michael Iantosca, MSN Latino, Tania Garcia, MSN Latino, Manish Bhatia, Nielsen//Net Ratings, Harry Neuhaus, StarMedia, Craig Stanford, Terra Lycos, Michelle Azan, Terra Lycos, Julio Rodriguez, Terra Lycos, Ceril Shagrin, Univision, Dan Murphy, Univision, Louis Romero, Univsion, Jorge Conseugra, Yahoo! en español and Liz Sarachek, Yahoo! en español.

About the IAB:

Founded in 1996, the Interactive Advertising Bureau (IAB) represents the leading companies in the interactive space. Membership includes companies that are actively engaged in, and support the sale of interactive advertising in addition to being responsible for selling over 75% of online advertising in the United States IAB members include AOL, CNET Networks, DoubleClick, MSN, Google, Overture, The Walt Disney Internet Group, Yahoo! and over 150 others.   On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising.  For more information on the IAB please visit

Emily Kutner – IAB
212-949-9030 x209
[email protected]