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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

Facebook

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

State of Multicultural AudiencesData and Research

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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

iab.net/mixxawards

IAB MIXX Awards

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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

gina@iab.net

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? jessica@iab.net

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? Kristina@iab.net

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? Kristina@iab.net

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

Facebook

Greg KnippCEO

Dieste

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Join Us for Networking!After the event…

119 East 27th Street (across the street!)