As Hispanic consumers draw increased attention for their online habits, AHAA wants to make sure the numbers are correct, and properly obtained. To do so, the organization formed an Online Measurement Task Force.

Their charge? Ensuring that online research methodology, as well as the sampling and definition of Latinos online are accurate.

"Online is a critical component of many Hispanic-targeted campaigns," says AHAA chairman José López-Varela. “Our clients depend on our ability to deliver accurate measurement of the efficacy of those campaigns.”

Hispanics’ affinity for technology – and a growing purchasing power - has put them squarely in the sights of advertisers looking to expand their customer base.

A May 2008 report from comScore produced for digital content producer Terra that showed online Hispanics as "heavily engaged in technology" (HMW Archives 5/5/2008. Research: comScore/Terra Study). Of 3,513 Latino consumers 12 years of age and older surveyed between January 31st and February 28th, 56 percent said they spend at least one hour per day online.

“We want to initiate discussions with online stakeholders to ensure everyone’s issues and concerns are addressed as tools are developed,” says López Varela.

He likens the effort with developing a “ratings system” that would deliver audience measurement for online advertising. “It’s not about how many Hispanics are online or on computers,” says López-Varela. “We need data like this to determine media placement and to gauge the effectiveness of particular websites.”

Members of the AHAA Online Measurement Task Force include:

• Marla Skiko - director of digital innovation at SMG Multicultural
• Alberto Ferrer - managing partner, the Vidal Partnership>
• Anne Howard - group account director interactive marketing, Lopez Negrete Communications
• Matías Perel – CEO of Latin3. 
  

Skiko heads the task force and Perel, who is a member of AHAA’s board of directors, will serve as board liaison.

The group met recently in New York to define a course of action. Short term plans call for meetings with the key players in terms of online measurement of Hispanics. The Online Task Force will make recommendations to AHAA’s board of directors in May.

"Our focus is on making sure that the Hispanic segment is correctly represented and that the methodology used to measure Hispanic online activity follows best practices guidelines," says Perel. “We need to make sure that everyone is reporting accurate numbers.”