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Multicultural Creative Case Study Town HallMay 27, 2015
#iabmulticultural
IAB Multicultural Council
Creative Case Study Town HallIAB Multicultural Council presents
Moderator Jessica Ramirez, Manager of Industry Initiatives, IAB
Hosted by Multicultural Council Co-ChairsBorja Perez, SVP Telemundo Digital Media & Social Media, NBCUniversal, Inc.
Liz Blacker, EVP, US Hispanic Strategy & Sales, iHeartMedia, Inc.
Presenters
Max Kelerstein Digital & Social Marketing
Verizon
Juana Guichardo Director of SalesBriabe Mobile
Matt Levine Director of Strategy &
Business DevelopmentBriabe Mobile
Francesca Pujals Consumer Insights &
Research LeadGoogle
Heather Conneely US Business Lead
Greg KnippCEO
Dieste
AgendaIAB Multicultural Creative Case Study Town Hall
Topic Speaker(s)
State of Multicultural Audiences Data & Research
Carl Kalapesi, Vice President of Industry Initiatives, IAB Francesca Pujals – Consumer Insights & Research Lead, Google
Case Studies:
Facebook & Verizon“Scoring Big During World Cup 2014”
Briabe Mobile“The Home Depot: Retool your School”
Dieste “Nueva Latina Movement” (P&G Orgullosa)
Heather Conneely – US Business Lead, FacebookMax Kelerstein – Digital and Social Marketing, Verizon
Juana Guichardo – Director of Sales, Briabe Mobile Matt Levine – Director of Strategy & Business Development, Briabe Mobile
Greg Knipp – CEO, Dieste
MIXX Awards - Value of Digital Campaign Recognition
Jessica Ramírez – Manager of Industry Initiatives, IAB
IAB Research & Upcoming Projects Jessica Ramírez – Manager of Industry Initiatives, IAB
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The U.S. Multicultural population is large and growing…
Over the course of the next five decades, the country will become a much different place
*Notes: 1. Hispanic origin is considered an ethnicity, not a race. Hispanics may be of any race.2. The sum of the five race groups adds up to more than the total population and 100%, because individuals may report more than one race.
Non-Hispanic Whites
Hispanic or Latino origin
Black or African American
Asian American Indian & Alaska Native
0%
10%
20%
30%
40%
50%
60%
70%
2014 2060-17%
77%
21%
85%
21%
Population by Race and Hispanic Origin in the U.S.*
Source: U.S. Census Bureau, 2014 National Projections sourced from http://adage.com/article/news/multicultural-consumers-numbers/297869/
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Multicultural purchasing power has grown, and is likely to keep growing…
Source: Selig Center for Economic Growth, US Census Bureau as cited in Nielsen’s “The Multicultural Edge: Rising Super Consumers,” March 2015
1990 2014
$661 MILLION
$3.4 TRILLION
U.S. Multicultural Buying Power
+415%
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Yet, marketers are not sure what works
“While 84 percent of Marketers believe Multicultural marketing is ‘critical to my business,’ almost 40
percent said they don’t know the financial value of Multicultural groups to their companies.”
Source: 1+1=3, Dieste, 2014
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Multiculturals are heavy mobile consumers…
But are also highly dependent on smartphones for access to digital content
% who have a smartphone and…
Source: Combined analysis of Pew Research Center surveys conducted December 4-7 and 18-21, 2014. Pew Research Center. http://www.pewinternet.org/files/2015/03/PI_Smartphones_0401151.pdf
Smartphone Ownership
White, non-Hispanic 61%
Black, non-Hispanic 70%
Hispanic 71%
Source: Pew Research Center American Trends Panel survey, October 3-27 2014. *”Smartphone dependent” users are those who own a smartphone but have no broadband at home, and have limited access options beyond their cell phone.
Do not have broadband at
home
Have few access options other than
cell phone
Total "Smartphone-Dependent"*
All adults 10% 15% 7%
Male 10 12 5
Female 11 18 8
18-29 20 25 15
30-49 11 16 6
50-64 6 11 4
65+ 4 7 2
White, non-Hispanic 7 12 4
Black, non-Hispanic 21 19 12
Hispanic 17 23 13
Black (non-Hispanic) and Hispanic adults who have no broadband at home, and
limited access options other than their cell phone, are highly dependent on smartphones for digital content
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And heavy social users who over-index on most social media mobile apps
3.7 AVG MINS8.1 AVG MINS 7.0 AVG MINS 7.8 AVG MINS 6.6 AVG MINS 8.7 AVG MINS
Source: Nielsen EMM and Nielsen Homescan CPG for the period of May 1-21, 2014*Indexed to Non Multicultural users
Facebook Google LinkedIn Pinterest Snapchat Twitter0
20
40
60
80
100
120
140
160
180
200
128 133124
100
137149145 142 144
129
184
152
126
146
99
60 62
133
97108
142
107
175 178
Mobile Application Duration Index For Heaviest Users of Each Mobile Application
Multicultural Hispanic Black Asian
100 = Non Multicultural
Users
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OPEN FOR ENTRIES!
2015 IAB MIXX Awards
Eligibility: Any interactive marketing or advertising execution that ran between April 1, 2014 – March 31, 2015. Work created or executed in any country is eligible.
Final Entry Deadline: Friday, June 26, 2015
Entrants can submit into as many categories as they like, and submit multiple entries for each category
iab.net/mixxawards
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Entry Categories2015 IAB MIXX Awards
Strategies & Objectives Brand Awareness and Positioning Branded Content Product Launch Social Digital Video Multicultural Public Service/Brand Citizenship
Tools, Tactics, & Platforms Brand Destination Site Digital Audio Display Ad – Custom Interactive Out-of-Home Location-Based Advertising Games Mobile Brand Destination
Other categories
Go to www.iab.net/mixxawards/entry_categories for the full list of categories
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What it Takes to Win2015 IAB MIXX Awards
iab.net/mixxawards
A Story of Work That Works
Big ideas, executed brilliantly Campaigns that leverage the unique
capabilities of interactive to drive impact for brands
A brief that showcases • What goals the work accomplished for the
brand• The big idea and the plan to meet the goals• Proof of success – how you know it worked
Who Should Enter?
Creative Agencies Brand Marketers Others serving in the role of creative agency
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For more information2015 IAB MIXX Awards
iab.net/mixxawards
Gina Imperato
Executive Producer, IAB MIXX Awards
@mixxawards /IAB
Upcoming IAB Meetings, Events & Trainings
Q3 Digital Video Committee MeetingTuesday, June 2nd / IAB NYC
Q3 Mobile Committee MeetingFriday, June 12th / IAB NYC
B2B & Native Town Hall: Pain-points and OpportunitiesMonday, June 15th / IAB NYC
Leading Edge of Mobile Creative Round TableThursday, June 18th / San Francisco, CA
Digital Video: IAB Marketplace June 8, 2015 / NYC
IAB MIXX Conference & AwardsSeptember 28 – 29 / NYC
www.IAB.net/events_training Questions? [email protected]
Digital Ad Operations Certification Info SessionTuesday, June 2nd / via Webinar
Digital Media Sales Certification Info SessionThursday, June 11th / via Webinar
Digital FundamentalsThursday, June 18th / IAB NYC
Advanced Programmatic for Buyers & SellersTuesday, June 23rd / DC
IAB Study Session: Digital Ad Operations CertificationThursday, June 25th / IAB NYC
Recently Released IAB Research
The Changing TV Experience: Attitudes and Usage Across Multiple Screens
2015 Consumer Insights on Original Digital Video Viewers
2015 Digital Video Ad Spend Study Content Revelations: Content Marketing and Original Digital Video:
DigitasLBi NewFronts Event 4/30
2014 Year in Review: Digital and Mobile Usage Trends
IAB/PWC Full Year 2014 Internet Ad Revenue Report and Webinar
Rising Stars Ad Impact and Brand Equity: AdLab Breakfast 4/24
IAB NewFronts Insights Luncheon: AdLab Luncheon 5/6
www.IAB.net/Research Questions? [email protected]
Upcoming IAB Research
Upcoming Research:
Advanced TV Marketer Insights Study
Programmatic Ad Revenue Study and Town Hall: June 2015
TV to Video Share Shift Using Real Schedules
Cross Media Ad Effectiveness Study
Hispanic Consumers and Digital Media
Consumer Adoption and Perceptions of the Internet of Things
www.IAB.net/Research Questions? [email protected]
THANK YOU!Moderator Jessica Ramirez, Manager of Industry Initiatives, IAB
Hosted by Multicultural Council Co-ChairsBorja Perez, SVP Telemundo Digital Media & Social Media, NBCUniversal, Inc.
Liz Blacker, EVP, US Hispanic Strategy & Sales, iHeartMedia, Inc.
Presenters
Max Kelerstein Digital & Social Marketing
Verizon
Juana Guichardo Director of SalesBriabe Mobile
Matt Levine Director of Strategy &
Business DevelopmentBriabe Mobile
Francesca Pujals Consumer Insights &
Research LeadGoogle
Heather Conneely US Business Lead
Greg KnippCEO
Dieste