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I’ve been working in advertising for the last 10 years My background : Economics Digital technology Management consulting I kind of stumbled into this business… Jose
… and I’m one of the few people you’ll meet that runs a successful ad agency that never worked in advertising before.
my story explains a lot 1998: I left a consulting career to start a Hispanic-focused dot com Since that day, I found myself in the middle of a transformation of the advertising industry
my agency I started Sensis in 2000 2 days after shutting down my dot com Sensis was started to address a small gap I saw in the ad business during my dot com days During the last 10 years I’ve realized that “that little gap” was actually bigger and more transformative than anything I could have ever imagined in 2000
But everything about me and Sensis always comes back to a simple story: What happens when digital and multicultural get so big and transformative that they can no longer be nicely packaged as marketing specialties?
let’s start with some definitions Multicultural markets = various minority groups Hispanic African American Asian American GLBTQ Other Middle Eastern, European, South Asian, Native American, Disabled, …
Minorities makes up over 35% of the U.S. population
Multicultural America Source: U.S. Census Bureau
Multicultural buying power In billions… with a “B”
How did we get here? Unprecedented immigration spurt of the 1980s Similar to that of the early 20th century Both have fundamentally remade the ethnic landscape of the U.S. 83% of U.S. population growth during last decade came from minorities** * Source: Professor Jacob Vigdor, Duke University **Source: Brookings Institute
By 2048 the minority will be the majority Source: U.S. Census Bureau
Multicultural and digital early adopters of new technology leading consumers of online content highly receptive audiences for online advertising
Hispanics and Digital 24.6 million consumers More than half (54%) of U.S. Hispanics use the Internet Internet access growing at a faster rate (13% since 2004) than among any other group Total purchasing power of $900 billion The mobile device is an important point of Internet entry for Hispanics They are heavy “data plan” users Over-index in advanced mobile usage Hispanics spend more time on social media sites than their general market counterparts
African Americans and Digital 30 million African-American online Nearly 80% of all African-Americans are online They are also among the early adopters of the mobile Internet
Asians and Digital 14 million Asian Americans online Internet penetration nearing 80% market is complex and difficult to reach, due to the wide range of original nationalities, subcultures and languages. Internet provides the greatest opportunity for micro- and macro-targeting consumers in this market.
This is where ethnic ad shops are opening the door for you…
Digital Entry Points Social Multicultural over-indexing in social media Mobile Multicultural early-adoption of mobile technologies Digital media Hispanics & African-Americans spend more time online than with any other medium