Google has struck a multiyear deal with Univision Online that will provide AdWords advertisers with more Spanish-language inventory on both search and content pages of the Univision.com website, ClickZ reports (via MediaBuyerPlanner). The ad deal is a revenue-sharing agreement between Google and Univision Online, the most-trafficked Spanish-language site, reports AdAge. Univision Online had been using Yahoo Search Marketing to provide search results on the site.
The Google-Univision deal is yet another indication of the fast development of Hispanic advertising - and the growing influence of Hispanic consumers, who tend to prefer Spanish-language media. Moreover, according to recent research, U.S. Hispanics are more avid shoppers and internet users than the U.S. general population.
However, if an industry isn't a developed market in the Spanish language, the results of search engine marketing won't be very good, according to Matt Naeger, VP and general counsel at search engine marketing firm Impaqt, who's quoted by ClickZ.
Education and Insurance have worked well, but outside of those industries it's limited. "New York lawyer" is competitive with "New York abogado." But translating "Microsoft Exchange data recovery" is not as useful, according to Naeger
Google may be looking for ways to increase the effectiveness of Spanish-language advertising. It will launch a Latin America R&D center to develop products for the Latin America market. The center will be based at the headquarters of Akwan Information Technologies, Belo Horizonte, Brazil.
Earlier this month, Google acquired a Brazilian search engine - todobr.com - operated by Akwan.