U.S. Hispanics now comprise some 20 percent of the U.S. population, and it is the fastest growing consumer demographic sector.

Advertisers who don’t participate in the Spanish-language media are missing an essential opportunity and losing return on their market spend, says Dan Riess, EVP and Chief Growth Officer of Univision in this interview with Beet.TV

Riess suggests that national advertisers craft messages in Spanish to maximize impact.

Creating Spanish-language advertising can be a challenge, Riess says. To assist marketers, Univision announced a set of tools at last month’s Upfront along with an ambitious programming slate.

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