How to Navigate the Latino Digital Media Ecosystem to Reach the Right Voters In 2026

Many political media buyers have woken up to the fact that Latino voters aren’t a monolith, but reaching them in culturally relevant content at scale remains a challenge — especially in targeted districts that could decide the outcome of the 2026 midterms. 

Adsmovil believes it has the solution. The integration of PRISA Media USA into the Adsmovil ecosystem over the summer has given clients expanded activation opportunities by combining its native audience capabilities with PRISA’s premium media properties and culturally relevant content. 

Now, campaigns can connect with audiences through relevant editorial environments, in English and Spanish, across online video (OLV), connected television (CTV), audio or display. Moreover, that targeting comes with the benefit of reaching U.S.-based voters while they’re consuming cultural authentic content.

“We have cultural authenticity the way our platform is put together. We reach every single U.S. Latino community — that’s important because if you’re running in Nevada, you’re probably going to be wanting to reach Mexican-American Latinos,” said Geoffrey Lepselter, Senior Advertising Sales Director with Adsmovil. ”But we have properties, apps, content and sites for Dominicans and Puerto Ricans in New York and for Colombians in Jackson Heights, Queens.”

Because the company reaches 45 million Hispanic digital consumers across every screen — representing 66 percent of the U.S. Hispanic population — Lepselter said they can thread the needle so precisely with targeting that he recently helped a political marketer reach non-Cuban Latinos in South Florida at scale. 

“We’ve got specific content there,” Lepselter told C&E. “Is it community content? Is it cost of living content? Is it immigration content? Is it sports or lifestyle content? We offer all of the pillars that make sense to Latinos.”

Whether campaigns are looking to reach Latino communities with a persuasion or a GOTV message, Lepselter said they have the ability to work at the speed of politics. 

“We’re talking 24 hours,” Lepselter said of Adsmovil‘s ability to get ad campaigns up and running. “And not only is it getting up quickly, but it’s performing quickly.”

Because the company has a large optimization team, it’s able to ensure an ad is reaching the right targets. “Are you trying to reach Democrats or progressives or conservatives? Are you trying to reach certain counties? So depending on click-through rate, completion rate or delivery, we’re going to place this in apps and sites that perform well in that geo to reach that target, to reach that ethnicity that you want,” he said. “It’s a broader media ecosystem that combines exclusive owned-and-operated properties with premium publisher partnerships, allowing us to activate campaigns across relevant content environments.”

They’ll also determine if the ad is performing better in Spanish or English. “We may say, ‘hey, the Spanish language campaign is actually delivering better and has a bit better engagement and click-through rate, so let’s go a little more heavy into that.'”

Consultants and buyers say that interest is picking up in Latino media ad spending because of the growing population and the increasing recognition that they’re, in fact, swing voters. Lepselter pointed to President Trump’s performance with Latinos over his three White House campaigns. 

“Trump lost the Hispanic vote to Kamala Harris by 3 points. He lost Hispanics to Biden by 21 points and he lost the Hispanic vote to Hillary by 36 points,” he said citing exit polling from the last decade. 

“People thought Democrats had them. But you know what? Trump had the best Republican performance among Latinos since data tracking began in the 1960s.”

To learn more about reaching Latino voters with Adsmovil, reach out here.