Platform_7_13_13

Untapped Potential:The Burgeoning Multicultural

Digital Landscape

July 12, 2013

Contents

Purpose

The Opportunity

The Current Landscape

What Innovations Are Advertisers Looking For?

What Innovations Do Advertisers Want Most?

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To provide insights into the evolving

multicultural digital advertising landscape and

provide inspiration for new business ideas and

innovative connections

Purpose

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Advertisers say they need new tools and

platforms to reach the multicultural

consumer

Digital marketing has changed thinking

There are gaps between what they say

they want and what exists

And, new innovations have been slow in

coming

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The Opportunity

The Current Landscape

Advertisers Value Reaching the Multicultural

Consumer

Hispanic Buying

Power Makes it the

14th Largest

Economy in the World

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The Hispanic Landscape

Source: Selig Center for Economic Growth, May 12, 2012

African American

Buying Power

Makes it the 16th

Largest Economy in the World

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The African American Landscape

Source: Selig Center for Economic Growth, May 12, 2012

What Innovations Are Advertisers Looking

For?

Culturally Relevant Content

Digital Advertising Options

Greater Engagement

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What Innovations Are Advertisers

Looking For?

What Innovations Do Advertisers Want

Most?

Untapped, Culturally

Relevant Video Content

Untapped, Culturally

Relevant Gaming

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What Innovations Do Advertisers

Want Most?

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Untapped, Culturally Relevant

Video Content

“At YouTube, we’re not just re-imagining video – we’re re-imagining

brand-building on the web.

The world’s most important brands are increasingly looking to reach the diverse

audiences YouTube attracts, which is why Unilever, Toyota, GM and AT&T have

already jumped on board and are building their brands alongside these new

YouTube channels”

-Lucas Watson, Google’s VP for Global Sales

African Americans and Hispanics

Greatly Over Index in Video

Streams Per Month

The Dearth of Culturally Relevant

Video Content

Tied for Third Largest Online

Activity for the Multicultural Audience

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Untapped Culturally, Relevant Video

Content

Source: E-marketer, January 2013 and ComScore

Underdeveloped Opportunity for

Quality Content in a Growing

Consumer Segment

Budgets Exist

Monetization is Not High Risk

Multiple Platform Opportunities

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Untapped Culturally, Relevant Video Content

Key Takeaways

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Untapped, Culturally Relevant

Gaming Content

“Until research is done on the motivation of video game developers and the

publishers they work for, we can only make educated guesses as to the

overwhelming lack of diversity within the industry.

We can be certain about one thing, however. From the press to the games they

cover, the absence of African American or Hispanic characters is limiting its fan

base, its narrative potential, and its creative ideas.”

-Damon Packwood, Educator, Visual Media Enthusiast and Blogger

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Untapped, Culturally Relevant

Gaming Content

Source: New Media and Society, November 2009 and ComScore

African Americans and Hispanics spend

more time and buy more video games

than the general market

Tied for third as the largest online

activity

Studies show that less than 3 percent

of characters were recognizably

Hispanic

The same study showed that African

Americans had a rate of 10.7 percent,

but were mostly athletes and gangsters

Focus on the positive imagery of

culturally relevant content (Hip Hop,

HBCU’s, Faith Based, etc)

Examine product placement and

integration as a strategy

Use social media as a strategy to

control marketing costs

Given that Multicultural consumers

over index in portable device usage,

examine this as the ideal platforms

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Untapped Culturally, Relevant Gaming Content

Key Takeaways

Thank You

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