Capitalizing on “pockets of growth”

The quest for new sources of growth frequently compels companies to concentrate on tech-driven innovation or geographic expansion. In the process, they often overlook pockets of growth within their home markets that can be discovered only through rigorous segmentation, active experimentation, and development of user insights. In the U.S., the Latino population exemplifies that potential — it is a sizable, media-friendly, and high-growth demographic that is still comparatively underserved in terms of quality video content and digital experiences for users and advertisers.

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