Nate Hallowell’s

Internet Communications Strategies and the Critical Mass March 10, 2010

Finding your critical mass in an online advertising world is the key to effective spend in online media spend. This means having access to more than just one site. Recently, a Hispanic music site, Batanga, acquired an all Hispanic ad network, HispanoClick. HispanoClick works with 800 Hispanic publishers. This combined with their current user pool yields “5.6 million US Internet users per month according to Comscore” (Wentz, 1). Even though a large portion of these publishers are based in  Latin American countries, geo-targeting allows for specific segmentation marketing within the U.S. Using an acquired online ad network to tap a wide range of hispanic sites then testing specific channels within the network will result an extremely low cpm at a broad reach.However, this is only the second half of the battle. Finding your target market can be just as difficult as reaching it and constant adjustment may be required here. Though it may seem as though young men are a target market for Army recruiting , their parents may prove to be just as effective if not more effective in persuading them. For evidence of this, turn to the Army’s recently released online advertising campaign that will award up to $45k for a new business to parents of a newly enlisted officer. The end consumer of the product may often vary from the decision maker.     Wentz, Laurel. “Is New Audience Just a HispanoClick Away for Batanga?” AdAge 11 February 2008.