Page 21 - Going for Growth: Targeting Today's Diverse Consumers

20 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

Market buys are not reaching specifi c segments in any meaningful way, either because the
programming choices aren’t relevant, the creative work wasn’t designed to have an impact
on diverse segments, and/or the language of choice is one other than English and endemic
platforms are the only ones able to reach these segments. Unless a brand puts strategies
and practices in place to ensure scheduling and messages relate to targets, marketers
cannot expect to increase engagement or optimize results.

Most advertisers rank the opportunities that exist for brands engaged in Multicultural and
Inclusive spending as “high” or “very high.” But when asked about budget allocation for
these segments, their story changes:

• 31 percent of advertisers did not assign a specifi c budget to Hispanic efforts.

• 42–58 percent did not assign a specifi c budget to African-American, Asian, or
LGBTQ+ efforts.

For those marketers who did assign budgets to segments in 2017,
most admitted underspending:

69% 59%

Smaller than Smaller than
segment/ segment size/
opportunity opportunity
for LGBTQ+ for Asian

66% 60% Smaller than

Smaller than segment size/
segment size/ opportunity
opportunity for African-
for Hispanic American