Finding the New Face of America with Digo

Digo has recently joined the Worldwide Partners (WPI) global network of independent agencies. Digo is The True Premium US Hispanic Audience Network, providing solutions for agencies, publishers and advertisers through innovation, data and technology to help them reach and connect with the population that is transforming American culture and consumer behaviours: Hispanics. The independent agency is headquartered in New York, New York, USA with offices in Mexico, Argentina, Dominican Republic, Puerto Rico, and Spain.

Worldwide Partners chatted with chief creative officer Guillermo Pérez about the booming US Hispanic population, the unique sources of news and entertainment this audience relies on, and the key benefit their agency gets from being powered by Worldwide Partners.

America’s Demographic Phenomenon

The US Hispanic population has surged in recent years, accounting for 51% of the total population growth in the United States from 2010 to 2020, a greater share than any other racial or ethnic group. At last count in 2022, the US Hispanic population was 62 million. 

“The Hispanic population and labour force are setting the pace to be the next demographic phenomenon in the United States,” said Guillermo. “The internet is the primary vehicle for everything they do, from cultural connectivity to infotainment to online purchasing.”  

The average Hispanic consumer spends seven hours more each month watching video online/on smartphones than the US average. They’re also the youngest major racial or ethnic group in the US, with nearly 60% being Millennials or younger. And the average Hispanic household spends nearly $600K+ more than the average non-Hispanic White American over their lifetimes. It’s a massive audience, and massive opportunity, for any brand. “There is amazing room to grow in our USH space, in every aspect,” Guillermo shared.

Digo shared more on this growing audience in Ad Age’s 2023 Hispanic Marketing Report.

The Key Source of US Hispanic Audiences

To stay current with news of what’s happening in their country of origin and how it impacts their families and loved ones, Hispanic communities in the United States have go-to sources. It differs greatly by country, city and even neighbourhood, and Digo has the most reputable and well-established Spanish language publishers through their network. 

“Our network is handpicked, brand safe and culturally relevant, allowing brands to reach and connect with more than 32M US Hispanics,” Guillermo shared.

In addition to reaching and connecting with this audience, Digo is also able to gather data and insights straight from the people that make up the population. “Our creativity and depth are backed by this data, an asset few ad operations have, giving us a marked advantage to truly connect and engage with the audience, and powering teams in reaching and even transforming their brands with Hispanic DNA,” said Guillermo. 

A Complete Package

In addition to their extensive network, Digo provides additional services that create a complete package for any brand looking to connect with this growing audience.

Creative Studio

Whether they’re collaborating with in-house or agency creative teams to craft beautiful, technically sophisticated ads or creating their own data-based, deeply insightful 360-degree campaigns, Digo’s Creative Studio takes brands’ digital strategies to new heights. “Making a brand relevant to a fast-changing audience is only the beginning,” Guillermo said. “Leveraging our full stack of products and world-class creative, our mission is to create a unified experience where brand purpose and success meet.” 

Their recent award-winning work with Ana G Méndez University (UAGM) is a perfect example of joining together the soul of a brand with incredible results. UAGM takes a student-centric approach where student potential is more important than grades, background or economic status, but this model was not widely known throughout Puerto Rico. Through a deep dive into the university, students and faculty, Digo developed 'Mi Alma Matters' - a rallying cry that highlights a new relationship with education for the next generation, and the youth’s role in the morale of the country. The campaign was so successful, the university adopted “Mi Alma Máter” as its official motto and uses music from the campaign as its sports anthem. “When you see your campaign catchphrase on the team mascot and uniform, you know you did something right!” shared Guillermo.

Trading Desk

Digo Trading Desk (DTD) offers full support across strategy, execution, optimisation, goal achievement, data collection, and remarketing to ensure digital advertising campaigns drive outstanding results. Their expert team, powered by the industry's most powerful tools, supports brands and agencies every step of the way in programmatic, social media, ad serving, and DMPs. 

Audience Marketplace

A cookieless world is no problem for Digo. In fact, they’ve been planning for it for years. Digo’s cookieless solutions were highlighted by Forbes and Ad Age in 2021, naming them one of the most innovative companies. 

With effective first-party flexible solutions, Digo Audience Marketplace allows brands to connect, identify, enhance, and drive seamless experiences across different browsers, devices, and channels. And it’s all done in a privacy-safe environment that prioritises consumers’ choices. “We don’t just help brands find their audiences, we help audiences find their brands, creating more authentic and enduring connections,” said Guillermo. 

The Value of Independence 

Worldwide Partners’ commitment to maintaining, celebrating, and evangelising the power of independence is what most attracted Digo. “Being part of a group of thinkers and doers that first and foremost fiercely value their independence of action and thought is a key benefit,” shared Guillermo.    

“Through their established network and expert knowledge, Digo’s ability to identify, reach, and engage US Hispanic populations is unmatched,” said John Harris, president and CEO of Worldwide Partners. “We’re so pleased to welcome them to our global network of independent agencies and look forward to enhancing our clients’ work with their help.”