2. Never before has reaching the African-American (AA) consumer been so critical for
marketers, the AA consumer market is a thriving, growing segment – and one that
spends well for what it wants and needs
Why target African-Americans(AA)?
Growth rate outpaces the total population by almost 30%
As their influence continues to grow, partner with them as
market leaders
Data shows they are incredibly brand loyal – much more than
the general market – and they place a high value on brands
Source: http://brandedcontent.adage.com/pdf/CABblackconsumer.pdf
The AA market represents tremendous growth opportunity that can make a
difference in your ability to not only win, but win big in a new diverse 21st century
3. Demographic Profile
• Increasing Purchase Power
• Highly influential and ad-receptive
• Collectively spend $156.9 billion annually on non-essentials
• Largely image-conscious and brand focused
Source: Experian
African-Americans are less likely to be influeced by friends for purchase
decisions and instead are more likely to be influenced by advertising
4. Brand Champions
For marketers of luxury goods, automobiles, entertainment
and household products, goods and services, this suggests
that the AA market is a growth segment worth investing in
AA consumers are brand champions who can influence the general market
Ranging from cars to packaged goods, the
AA propensity for buying branded, high-
ticket and high-margin items makes them
more loyal and profitable customers than
any other consumer segment
5. Money Talks
“We know that there is a significant business opportunity in reaching African-
American consumers, who comprise 13 percent of the population and have a
spending power of over $949 billion,” — NY Times: Media Decoder; A Site to Help Marketers Appeal to African
Americans, 2011
The spending power of the AA demographic will increase 25%
by 2015, increasing from $957 billion to $1.2 trillion – making
the demographic a priority audience for brands to reach
Source: Media Post: African-American Demos Express Ethnic Identity Differently, 2012
6. Millennial Influencers
The majority of African-Americans are under 30 years old (47%)
Millennial African-Americans continue to play a significant role in defining
emerging and pop culture, which is often adopted by the broader consumer
market
Millennial African-Americans are critical to
engage and connect with as their
disposable income grows in the next
decade
African-American Millennials are:
• Key Influencers
• Early Innovators
• Trend Setters
• Style Leaders
7. Industry Opportunities
“Black consumers are
more likely to plan to buy
or lease a car or truck
within the next six months
(27.4 percent) than all
adults 18 and older (16
percent).” —BIGinsights
With improving socio-economic status, the AA market represents a major
untapped customer acquisition opportunity
“Black consumers
spend an average of
$12.55 on fast food
each visit compared
with non-Black
consumers, who spend
an average of $11.47
per visit.” —BIGinsights
8. OUTFRONT Opportunities
With sizable numbers and favorable responses to advertising, engage and
reach this “always-on” audience with relevant messages using OUTFRONT
MEDIA
OUTFRONT Media offers outstanding value and a variety of formats that
can effectively reach the sizeable, increasingly mobile, and active AA
consumer market
AA consumers are more likely than the
average American to consider a range of
advertising types as purchase influencers,
while being less likely to rely on word-of-
mouth - Experian Marketing Services
(2013)
9. Key Areas of Coverage
Despite African-Americans’ sizable numbers and favorable response to
advertising, just 3% of major media ad spending is targeted to them,
according to a recent study from Nielsen (2014)
Prime Areas of Coverage:
Blue Collar– Harlem,
Washington Heights, Bronx,
Staten Island
Mass Affluent – Brooklyn,
Lower Manhattan, Queens
Aspirational Leaders– Long
Island, Upper Eastside
The New York Metro AA
population is the largest of
any city in the United States
10. New York City Media Coverage
Reach this ad receptive audience by partnering with OUTFRONT Media, as our
coverage will deliver a simple direct message that cannot be turned off or put
down unlike TV, radio, or print
Bus – Drive your message to potential customers with this highly visible medium that circulates in and
around AA communities, easily seen by both pedestrians and commuters
Posters – Reach highly mobile AA pedestrians as well as those in autos with this “mini-billboard”
Billboards – African American’s are more receptive than the general market to billboards. Raise
awareness, provide information, and broaden your influence using billboards placed in key areas
throughout the city
Walls – Provides large-impact message capability in and around AA neighborhoods
Subway – Up close and personal advertising format(s) that offer the ability to delivery tremendous
stopping power, eye catching ability, and providing info in a relevant and convenient manner
Urban Panels – Increase brand familiarity and awareness with eye level placements located on key
street intersections around NYC
