3. To provide insights into the evolving
multicultural digital advertising landscape and
provide inspiration for new business ideas and
innovative connections
Purpose
3
4. 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
4
The Opportunity
6. Hispanic Buying
Power Makes it the
14th Largest
Economy in the
World
6
The Hispanic Landscape
Source: Selig Center for Economic Growth, May 12, 2012
7. African American
Buying Power
Makes it the 16th
Largest Economy in
the World
7
The African American Landscape
Source: Selig Center for Economic Growth, May 12, 2012
12. 12
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
13. 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
13
Untapped Culturally, Relevant Video
Content
Source: E-marketer, January 2013 and ComScore
14. Underdeveloped Opportunity for
Quality Content in a Growing
Consumer Segment
Budgets Exist
Monetization is Not High Risk
Multiple Platform Opportunities
14
Untapped Culturally, Relevant Video Content
Key Takeaways
15. 15
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
16. 16
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
17. 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
17
Untapped Culturally, Relevant Gaming Content
Key Takeaways
