Page 23 - The Case For Change
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22 THE CASE FOR CHANGE
Source: 2018 ANA/AIMM Multicultural and Inclusive Benchmark Survey
Marketers’ perception of targeted efforts ranged from general market campaigns with
perceived wide reach to segment-specifi c campaigns placed in segment-specifi c media
channels.
Although a majority of advertisers believe that there are high to very high opportunities for
brands creating or increasing Multicultural and Inclusive ad spend budgets, when asked about
budget allocation for these segments, between one-third and two-thirds did not assign a
specifi c budget to segments (31 percent for Hispanic and 58 percent for LGBTQ respectively).
Budgets less than the segment’s size or opportunity ranged from 25 percent for both Asian
and African-American to 29 percent for LGBTQ to 41 percent for Hispanic.
Then there is the percentage of companies that did not advertise to the Multicultural
segments in 2017.
• 37 percent of marketers did not engage in Asian-targeted advertising. Twenty-three
percent of marketers reached this segment via general market campaigns without
segment-specifi c nuances.
• 41 percent of marketers did not advertise to LGBTQ consumers. Eighteen percent of
marketers reached this segment via general market campaigns without segment-
specifi c nuances.
• While 40 percent of marketers engaged in segment-specifi c campaigns with embedded
