What makes a Hispanic household a must-target audience?
Riess: I’ll go back to growth. So, the overall population growth, the Spanish youth generally, on average, are 10 years younger than the average of the general population in the U.S. The other side of it is the cultural influence that has been recognized unanimously over the last five or six years in music, art, content, etc. You have Bad Bunny playing the Super Bowl this year, so that’s an easy example. But really, when you look at mainstream music in the U.S., you’ve got a large chunk of it dominated by Latin artists right now. So, cultural influence, size, and actual growth. So if a brand wants to grow, whether it’s a politician, personal care, or pet food, you can’t win without this audience.
What does Roku see as the most significant difference between the Hispanic audience and the non-Hispanic audience, with all the data that you have collected?
Moorhead: When we look at the different audience types, what we recognize is that folks have different habits and different behaviors, and when trying to run ad solutions around that, it’s important that how we speak to different consumers is customized. All of that is rooted in having reliable data points, and we at Roku, through the Roku Data Cloud, pride ourselves on supporting high-fidelity, deterministic, privacy-compliant data made available through partnerships like this.
