Joe Camacho, CMO of Sabio Mobile, keynoted Campaign Technology East with an overview of how to reach Latino / Hispanic Voters in your next digital campaign.

1. www.sabiomobile.com
Connecting with Latinos
Millennial
Mobile
Multicultural

2. www.sabiomobile.com
Multicultural: Latino
• Growth
• Buying Power & Influence
Millennial
• Hispanic audiences are younger than average
• Cultural influencers: music, art, politics, business, etc
Mobile
• Hispanic audiences favor mobile as their medium of choice
• Allows for multiple touchpoints across time, location and content

3. www.sabiomobile.com
Growth
• In 1980, only 1
in 16
Americans was
Hispanic
• 14.6 Million
• 6.4% of U.S.
Population
1 in 16 Americans was Hispanic
Counties with highest
concentration of Hispanics

4. www.sabiomobile.com
Growth
• Today there
are 55 Million
U.S. Hispanics
• $1.5 Trillion
purchasing
power
• Average size
Household is
3.4 vs 2.4 for
Non-Hispanic
Whites.
1 in 6 Americans is Hispanic
Counties with highest
concentration of Hispanics

5. www.sabiomobile.com
Growth
• Counties with
fastest
Hispanic
Population
growth
• By 2060, the
U.S. Hispanic
Population is
estimated to
reach
135 Million
1 in 3 Americans will be Hispanic

6. www.sabiomobile.com
Growth
• By 2045, the
Non-Hispanic
White
population will
be a minority
• By 2060, the
U.S. Hispanic
Population is
estimated to
reach
135 Million
1 in 3 Americans will be Hispanic
64%
60%
55%
51%
46%
41%
17%
19%
22%
25%
28%
33%
12% 12% 12% 13% 13% 13%
5% 6% 7% 7% 8% 8%
2% 3% 4% 4% 5% 5%
0%
10%
20%
30%
40%
50%
60%
70%
2010 2020 2030 2040 2050 2060
Non-Hispanic White Population is declining
Non-Hispanic White Hispanic African American Asian Other
167
Millio
n
135
Millio
n
Source: U.S. Census Bureau 2014 National Projections
% Total U.S. Population

7. www.sabiomobile.com 1 in 3 Americans will be Hispanic
167
Millio
n
Source: Pew Research Center
0
2
4
6
8
10
12
1970s 1980s 1990s 2000s
U.S. Births Immigration
Millions
Sources of Hispanic Population Growth by Decade
Growth
• Higher birth
rates
• Immigration
policies
• Improving
domestic
economies

8. www.sabiomobile.com
Growth
• Higher birth
rates
• Immigration
policies
• Improving
domestic
economies
65%
67%
69% 70%
72%
74%
35%
33%
31% 30%
28%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2015 2020 2030 2040 2050 2060
Births are driving Growth, not Immigration
Births Immigration
74%
26%
Source: U.S. Census Bureau: Race & Hispanic Projections by Age 2014-2060
% Total U.S. Hispanic Population Growth

9. www.sabiomobile.com
Diverse
• Most Hispanics
identify as
“white”
• About 1/3
identify as other
• Hispanics can’t
be identified
using traditional
race based
systems
Racial Identification
WHITE
65.1%
Black, 2.0%
Native, 0.9%
Asian, 0.3%
Pacific, 0.1%
Other, 27.2%
Two or more,
4.4%
Source: Pew Hispanic Centter
U.S. Hispanics: Racial Identification

10. www.sabiomobile.com
Diverse
• Nearly 2/3 of
U.S. Hispanics
are of Mexican
descent
• Mostly
Southwest but
expanding in
Southern States
and North
• Historically &
Geographical
U.S. Hispanics: Country of Origin
MEXICO
64.6%
Other 11.4%
Puerto Rico,
9.5%
El Salvador,
3.8%
Cuba, 3.6%
Dominican
Republic, 2.9%
Guatemala,
2.3%
Venezuela, Chile, Peru,
Argentina, etc
Source: Pew Hispanic Centter

11. www.sabiomobile.com
Diverse
• Catholicism is
declining
• However,
American
Catholicism is
becoming more
Hispanic
Religious affiliation shifts among Latinos
Source: Pew Hispanic Centter
67%
62% 58% 55%
12%
14%
15%
16%
2010 2011 2012 2013
Catholic Evangelical
-12%
+4%

12. www.sabiomobile.com
Young
• U.S. Born
Hispanics median
age is 18 years
old!
• About 60% of
Hispanics are
Millennials or
younger
• Nearly 75% of U.S.
born Hispanics are
Millennial or
younger
• Almost ¼ of all
Millennials are
Hispanic!
Hispanics are the nation’s youngest
major racial/ethnic group
Source: Pew Research Centter
0
5
10
15
20
25
30
35
40
45
50
1980 1990 2000 2010 2015
White Asian Black Hispanic
U.S.
Born
18
White 43
Asian 36
Black 33
Hispanic 28

13. www.sabiomobile.com
2026: Majority of A18-24 will be Non-White
Source: U.S. Census Bureau: Race & Hispanic Projections by Age 2014-2060
The general market as
we know it is
changing.
What marketers once
thought of as
“multicultural” media is
fast becoming
mainstream
Changing Landscape
Young
• U.S. Born
Hispanics median
age is 18 years
old!
• About 60% of
Hispanics are
Millennials or
younger
• Nearly 75% of U.S.
born Hispanics are
Millennial or
younger
• Almost ¼ of all
Millennials are
Hispanic!

14. www.sabiomobile.com
Power
• Population growth
• Economic growth
• Political clout
• 18 more effective
voting years than
Non-Hispanic
White
Hispanics: The Super Constituents
Source: U.S. Census Bureau: American Human Development Report: The Measure of America 2013-2016
Life Expectancy
Median Age
Years of effective
buying/voting power
Hispanics NH White African American Asian
82 79 75 87
28 43 34 37
54 36 41 50

15. www.sabiomobile.com
English
• Majority of
Hispanics are U.S.
Born
• Definition of
bilingual is not
defined
• Someone who
speaks “some”
Spanish doesn’t
translate into a
consumer of
Spanish language
media
% of Hispanics who speak English very well
rises with generations
Source: Hispanic Center Study, Zpryme 2014
0
10
20
30
40
50
60
70
80
90
100
1st Generation 2nd Generation 3rd Generation
English Proficiency
23
88
94

16. www.sabiomobile.com
English
• U.S. Born
Hispanics are
English proficient
• Variety & quality of
digital media
• 2nd Generation
Hispanics are
largest bilingual
segment but prefer
English media
English is the Language Hispanics use most
in the digital world
Source: Hispanic Center Study, Zpryme 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Primarily English Equally English &
Spanish
Primarily Spanish

17. www.sabiomobile.com
Messenger
Media
How do you reach Latinos?
The Right Mix
Message

18. www.sabiomobile.com
Mobile
Audiences favor
mobile…
Multiculturals even
more.
MAXIMIZES with
MULTIPLE
TOUCHPOINTS
time
location
content
MAXIMIZES with
AD
TECHNOLOGY
and
Source: eMarketer
MOBILE MEDIA CONSUMPTION IS GROWING,
EVERYTHING ELSE IS SHRINKING
VARIETY OF ENGAGING, INTERACTIVE AD UNITS

19. www.sabiomobile.com
LEGACY PAY TV : VIEWERSHIP IS FALLING
Source: eMarketer
Mobile
Millennials favor
mobile…
Multiculturals even
more.
MAXIMIZES with
MULTIPLE
TOUCHPOINTS
time
location
content
MAXIMIZES with
AD
TECHNOLOGY
and
VARIETY OF ENGAGING, INTERACTIVE AD UNITS

20. www.sabiomobile.com
Source: eMarketer
LEGACY PAY TV : PAST ITS PEAK
Mobile
Millennials favor
mobile…
Multiculturals even
more.
MAXIMIZES with
MULTIPLE
TOUCHPOINTS
time
location
content
MAXIMIZES with
AD
TECHNOLOGY
and
VARIETY OF ENGAGING, INTERACTIVE AD UNITS

21. www.sabiomobile.com
Source: eMarketer
LEGACY PAY TV : YOUNG VIEWERSHIP IS
COLLAPSING
Mobile
Millennials favor
mobile…
Multiculturals even
more.
MAXIMIZES with
MULTIPLE
TOUCHPOINTS
time
location
content
MAXIMIZES with
AD
TECHNOLOGY
and
VARIETY OF ENGAGING, INTERACTIVE AD UNITS

22. www.sabiomobile.com
Source: eMarketer
IT’S A GENERATIONAL SHIFT
Mobile
Millennials favor
mobile…
Multiculturals even
more.
MAXIMIZES with
MULTIPLE
TOUCHPOINTS
time
location
content
MAXIMIZES with
AD
TECHNOLOGY
and
VARIETY OF ENGAGING, INTERACTIVE AD UNITS

23. www.sabiomobile.com
Media
• 92% of Hispanics
own a cellphone
• 66% own a
smartphone
• 60% use their
smartphone as
their primary
internet access
device vs 43% for
Non-Hispanic
Whites
Hispanics over index on all things Mobile
Source: Hispanic Center Study, Zpryme 2014
0% 10% 20% 30% 40% 50% 60% 70%
loyalty programs
dowloading coupons
paying for pysical goods
banking/bill paying
Hispanics Non-Hispanics

24. www.sabiomobile.com
Weekly time spent with select media/devices
Source: Hispanic Center Study, Zpryme 2014, Nielsen – The Total Audience Report Q3 2016
BLACK HISPANIC ASIAN TOTAL
LIVE TV & DVR/TIMESHIFTED TV 42:17 22:47 14:02 29:06
DVR/TIMESHIFTED TV 3:02 2:03 1:44 3:04
APPS/WEB VIA SMARTPHONE 17:07 18:00 12:48 15:12
AM/FM RADIO 12:53 13:10 - 12:29
INTERNET VIA DESKTOP/LAPTOP 6:00 2:47 3:22 5:20
GAME CONSOLE 2:13 2:02 1:11 1:54
MULTIMEDIA DEVICE 1:47 1:55 3:02 1:54
VIDEO VIA DESKTOP/LAPTOP 2:13 1:24 1:26 1:33
DVD/BLU-RAY DEVICE 0:58 0:53 0:37 0:56
VIDEO VIA SMARTPHONE 1:03 1:01 0:32 0:36
Media
• 92% of Hispanics
own a cellphone
• 66% own a
smartphone
• 60% use their
smartphone as
their primary
internet access
device vs 43% for
Non-Hispanic
Whites
Hispanics over index on all things Mobile

25. www.sabiomobile.com
Top 5 Issues in 2016 Election
Source: Pew Research Center
Message &
Messenger
• Economy is most
important
• How do these
affect their families
& children’s future
• How do these
affect their friends
77%
78%
79%
80%
81%
82%
83%
84%
85%
86%
87%
Economy Healthcare Terrorism Education Immigration
% of Hispanics who said the issue was “very important” to
their vote in the 2016 Presidential Election

26. www.sabiomobile.com
Message &
Messenger
• Authentic
• Culturally relevant
• Respectful
Faith – Religion plays a major role in the lives of most Hispanics. Whether they’re actually
practicing or not, religious holidays, first names, family events such as Baptisms are a major
celebratory event.
Family – Latinos are a very tight knit group with larger than average families. It’s not
uncommon to have multigenerations living in the same home for a lifetime that may also include,
aunts, uncles, cousins, etc. For many Latinos, not having a close relationship with your parents,
grandparents, and others is considered very strange.
Food – Hispanics are generous with their social gatherings and food is of major
importance. When having a child’s birthday party as an example, while some cultures will serve
only cake, ice cream, and punch. Latinos will have a full spread for everyone to enjoy. It’s also
not uncommon for adult beverages to be served at a child’s party.
Friends – Hispanics are a very social group with not only large families, but large groups of
friends that also have large families. Social events and parties are commonly attended by
family members including older generations, their friends, and many others. In other words, the
more the merrier. Small parties where only a select few attend is uncommon in most Hispanic
households.

27. English ads with a few words in Spanish
resonate with the majority of Hispanics…
which are English speaking Latinos
The Ad Campaigns that “Get us”
McDonald’s: First Customer
Wells Fargo: Baby Don’t Hurt Me
Head & Shoulders: Proud Mom

28. Latino Victory: BREAK DOWN THE WALL
Latino Victory WIPE OUT CORRUPTION
Rich Media ads can shake, wipe & turn to learn
more about your campaign.
Rich Media improves engagement

29. www.sabiomobile.com
Connecting with Latino
Voters
Thank You