Latino Data Revisted: Digital Edition
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ABOUT THIS RESEARCH
Latino Data Revisited, a series of reports from Equis, revisits the basics of targeting to convey principles for thoughtfully and strategically using data to identify Latino voters for political engagement.
In a hyper-polarized electorate, Latino voters are one of the last great wildcards-- a fast-growing swing constituency in need of renewed attention.
But the Latinos we most need to reach have often become effectively invisible to our campaigns and programs because of the ways we use data. This now requires us to broaden and diversify our approaches to targeting.
The digital edition of these reports is for digital practitioners running or managing ad campaigns targeted to Latino audiences. Whether you’re buying the ads yourself or working with an agency, we hope the guidance in this document will help you better reach and engage Latinos online.
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We work toward a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.
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Messaging
Equis’ Latino Playbook: Main Character Energy
At Equis we are frequently asked how Latino audiences respond to an increasing variety of media and cultural content — outside of news — and whether the shows people watch or music they listen to might reveal important insights for better capturing Latino attention. Equis Institute, in collaboration with Harmony Labs, has created a segmentation that gives ad makers, creators, and storytellers the power to understand the diverse demography and behaviors of Latinos in the US as well as the characters, values, and stories to which different clusters of Latinos gravitate.
Messaging
YouTube Testing Experiment: Reaching Latinos on YouTube
Equis conducted research in partnership with at Somos Votantes and Priorities USA on effectively reaching and communicating with Latinos on YouTube.
Messaging
Understanding How to Message to English-Dominant Latino Voters
Equis conducted research in partnership with A/B Partners and Senate Majority PAC. This research tackled the challenges in reaching and persuading Latinos voters who predominantly speak English and consume English-language media.
Stay in the loop with Equis
Equis is a set of organizations working to create a better understanding of Latinos, innovate new approaches to reach and engage them, and invest in the leadership and infrastructure for long-term change and increased engagement.