NEW YORK: Univision, a leading media company for Hispanic Americans, is taking advantage of rapid growth in mobile content and ad use by that demographic.

In an interview, Keith Turner, president of Advertising Sales and Marketing at Univision, emphasised that the Hispanic segment is far more likely to make use of mobile video than other Americans, with Univision witnessing a 300% year-on-year rise in such plays in January 2013.

Speaking to eMarketer, Turner also expressed frustration that many agencies and buyers have still not grasped the opportunity this affords to connect with young Hispanics, as they see mobile properties as being of lower value.

This reluctance to engage has prevented them from making full use of cross-platform technology that could increase user engagement, he argued.

Turner's comments came after streaming media platform Ooyala found that video views to devices such as smartphones rose by over 19% quarter-on-quarter in the first three months of this year, and now accounts for 10% of all views.

"We have started to see some savvy marketers buck the trend of lagging in mobile by running mobile-only campaigns with us", Turner said.

He noted that within this demographic, there is a general shift away from accessing content via computers, towards greater use of smartphones for mobile web and from Univision's apps.

"With our Univision audience now accessing our digital offerings more on smart devices, we can do more things – from deeper social integration to second-screen interactions to enhance our live streaming," said Turner.

He also advised agencies not to make the mistake of under-investing in marketing campaigns to Hispanics.

"Brands first need to understand the current and potential value [of advertising to Hispanics] to effectively fund marketing initiatives," he said.

"A serious risk to achieving success is underinvesting and expecting results that are equal or greater to efforts with other segments of the population", he added.

In order to tap into this rapidly growing market, Turner suggested recognising and celebrating cultural differences was of crucial importance, a process that would be enhanced by usage of Hispanic insights and research.

Data sourced from eMarketer; additional content by Warc staff