The bilingual consumer segment in the United States is larger than the entire population of France, and it is growing faster than any other demographic. Nowadays, targeting this segment authentically is a competitive necessity. The most persistent mistake brands make with bilingual audiences is treating language as a logistical problem to be solved with a translated version of an existing ad.

Hispanic and Latino consumers in the U.S. have crossed 65 million people, representing roughly 20% of the total U.S. population and generating an estimated $3.6 trillion in purchasing power (US Census, Latino Donor Collaborative). Hispanic consumers demonstrate deeper in-store engagement than the overall population: shopping more banners and spending more per grocery trip. Their strong preference for in-store shopping makes the importance of culturally tailored, in-person brand experiences and bilingual signage critical to capturing their attention at the point of purchase.

According to TikTok’s multilingual campaign study, when Millennials saw ads that incorporated Spanish, they were 1.6x more likely to say the brand cares about its customers and 1.5x more likely to describe the brand as trustworthy. When brands speak to a bilingual consumer in a way that reflects their actual lived experience, they are building the customer relationship. 

Programmatic DOOH allows campaigns to respond dynamically to location, time, context, and audience signals — turning screens into flexible, intelligent media assets. The right language can be served to the right screen in the right neighborhood, automatically and at scale. Vengo’s network includes many of the physical environments that bilingual consumers return to every week like convenience stores, grocery stores, bars, casual dining venues, and gyms across every major U.S. market. 

Programmatic DOOH offers a national footprint across the retail venues where bilingual consumers make decisions every day. Vengo enables your campaign to deliver a genuinely relevant message, in the right language, at the right moment, in the right room.