HipCricket launches Hispanic-targeted mobile offering

HipCricket unveiled a “comprehensive Hispanic mobile marketing network” in an effort to reach the lucrative market.
The Seattle-area startup hopes to give marketers and media buyers a way to tap a broad audience of Hispanic mobile users with a single buy. Advertisers can customize their campaigns by selecting specific markets, stations and demographics; HipCricket was quick to note that only consumers who opt in to the network receive pitches.
Bustos Media, Lotus Communications and Davidson Media Group are among the first media outlets to join the network, which comprises more than 50 radio and TV stations reaching nearly 1 million consumers.
The network “offers a flexible, easy-to-use platform for delivering customized messages to Hispanic audiences,” said Peter Davidson, president of Davidson Media Group, which operates more than two dozen Hispanic radio stations in the Midwest and Eastern United States. “This capability will allow us to successfully increase our loyal following while maximizing the promotion of our shows, talent and events.”
Hispanics are the fastest-growing population segment in the United States, according to figures HipCricket provided from the Selig Center for Economic Growth, and are among the most voracious consumers of mobile content and services. Hispanic adults have the highest rate of cellphone-only ownership, according to a study from the Centers for Disease Control and Prevention, and a 2007 M:Metrics poll found that “the percentage of English-speaking Hispanics who consume media and information far surpasses the market average of 47.9%.”