Overview
Our America is Multicultural. So is the Opportunity. More than 40% of the U.S. are diverse, non-white Americans. When you consider Americans who are married to, living with and/or living within multicultural communities, it is clear the new mainstream America is multicultural. But many in the industry have not kept pace with the changing demographics, creating an opportunity gap. The shift of the ad audience for the multicultural demographic has far outpaced the demographic shift of the ad ... Read More
Agenda
Agenda
As the U.S. population grows increasingly diverse and multicultural, culturally relevant marketing is no longer about the future, it is mainstream marketing today. Brands who embrace African American, Asian American and U.S. Hispanic populations’ buying power and unique product behaviors, are better poised to outperform in today’s competitive environment. And digital platforms offer marketers an potent opportunity to connect to multicultural consumers and communicate to them effectively and relevantly.
Facebook’s Christian Martinez, sits down with Lizette Williams, Kimberly-Clark, to discuss what it takes to create step change within an organization and share best practices for how marketers can do the same.
An open discussion with agencies on how they are helping shape the marketplace. How are they approaching our current demographic evolution.
As the U.S. grows into a more diverse nation, publishers and marketers must tailor their content and messaging to attract audiences who increasingly expect their favorite brands to know who they are and anticipate their needs. In this panel discussion, we’ll explore how media companies are organizing for success and counseling clients on how best to connect with consumers, who in the very near future will represent the new majority.
The IAB Education Foundation will discuss lessons learned through their iDiverse initiative, which aims to increase the diversity of the talent pipeline by providing digital marketing and media training to job candidates underrepresented in the industry. How do we bolster the pipeline, and furthermore, how do we improve current diversity and inclusion practices to retain diverse employees?
Representation in Advertising: Culture Shapes What We See
At A+E we’ve spent two years exploring the experience of womanhood and how this experience impacts interpretations of advertising. Here, we will share how differences in politics and cultural context lead to very different experiences of gender in daily life and to different perceptions of creative content.
This work reminds us that ads are decoded through the diverse perspectives of the women who see them—thereby impacting brand perceptions and, likely, consumer behavior.
How to Put Salsa on French Fries: Developing Your Hispanic Video Strategy
The Hispanic premium video consumer is different than the general market video consumer, allowing for a great opportunity for brands and marketers to expand their valuable audience. Hear from NBCU Telemundo Enterprises’ SVP of Digital Advertising Sales, Luis Romero, on where the company think their clients can grow their consumer base by reaching bilingual and English-dominant Hispanics in the United States.
Inclusion & Acceptance in Advertising: Love Has No Labels
Heidi Arthur, Head of Campaign Development for The Ad Council, will be joining for the fireside chat. We’ll discuss their latest campaign “Love Has No Labels,” and how they bring concepts to life.
3rd Generation Hispanics: How can we make the brand connection?
With the growing phenomenon of acculturation, advertisers and marketers are trying to find new ways to engage with this new generation of U.S. Hispanics (USH) as well as future generations. 3rd generation USH have a unique attitude towards cultural identity, it is crucial for advertisers to understand what defines their cultural connection and know this generation’s point of pride and challenges. With this study, we took a deep look into the 3rd generation of Hispanics in the US: who are they, what is relevant to them, and how to make the brand connection in a meaningful way.
As Marketing Technology (MarTech) adoption becomes ubiquitous across agencies and brands, representation of multicultural consumers becomes critical as we rely more and more on these tools to inform our marketing strategies. We assume that multicultural consumer data is being captured in the data because it is big data, but are they? In this session, we explore the sources of data that MarTech relies on and how to ensure multicultural consumers are being represented from an analytics perspective
The same trends that are driving video audiences are playing out multicultural with some nuances. This session will explore trends that marketers need to know.
What I heard. What I learned. What I’m going to do with it.
Read MoreWhat I heard. What I learned. What I’m going to do with it.
Speakers & Moderators
Speakers & Moderators
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