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Multicultural Creative Case Study Town Hall
May 27, 2015
#iabmulticultural
IAB Multicultural Council
1
Creative Case Study Town Hall
IAB Multicultural Council presents
Moderator Jessica Ramirez, Manager of Industry Initiatives, IAB
Hosted by Multicultural Council Co-Chairs
Borja 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 Sales
Briabe Mobile
Matt Levine
Director of Strategy &
Business Development
Briabe Mobile
Francesca Pujals
Consumer Insights &
Research Lead
Google
Heather Conneely
US Business Lead
Facebook
Greg Knipp
CEO
Dieste
Agenda
IAB 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, Facebook
Max 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 Audiences
Data and Research
The U.S. Multicultural population is
large and growing…
5
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.
0%
10%
20%
30%
40%
50%
60%
70%
Non-Hispanic Whites Hispanic or Latino
origin
Black or African
American
Asian American Indian &
Alaska Native
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/
Multicultural purchasing power has grown,
and is likely to keep growing…
6
Source: Selig Center for Economic Growth, US Census Bureau as cited in Nielsen’s “The Multicultural
Edge: Rising Super Consumers,” March 2015
$661 MILLION
$3.4 TRILLION
1990 2014
U.S. Multicultural Buying Power
+415%
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.”
7 Source: 1+1=3, Dieste, 2014
8
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_Smartp
hones_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
9
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
128 133
124
100
137
149145 142 144
129
184
152
126
146
99
60 62
133
97
108
142
107
175 178
0
20
40
60
80
100
120
140
160
180
200
Facebook Google LinkedIn Pinterest Snapchat Twitter
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
OPEN FOR ENTRIES!
11
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
Entry Categories
12
2015 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
What it Takes to Win
13
2015 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
For more information
14
2015 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 Meeting
Tuesday, June 2nd / IAB NYC
 Q3 Mobile Committee Meeting
Friday, June 12th / IAB NYC
 B2B & Native Town Hall: Pain-points and Opportunities
Monday, June 15th / IAB NYC
 Leading Edge of Mobile Creative Round Table
Thursday, June 18th / San Francisco, CA
 Digital Video: IAB Marketplace
June 8, 2015 / NYC
 IAB MIXX Conference & Awards
September 28 – 29 / NYC
www.IAB.net/events_training Questions? jessica@iab.net
 Digital Ad Operations Certification Info Session
Tuesday, June 2nd / via Webinar
 Digital Media Sales Certification Info Session
Thursday, June 11th / via Webinar
 Digital Fundamentals
Thursday, June 18th / IAB NYC
 Advanced Programmatic for Buyers & Sellers
Tuesday, June 23rd / DC
 IAB Study Session:
Digital Ad Operations
Certification
Thursday, 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-Chairs
Borja 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 Sales
Briabe Mobile
Matt Levine
Director of Strategy &
Business Development
Briabe Mobile
Francesca Pujals
Consumer Insights &
Research Lead
Google
Heather Conneely
US Business Lead
Facebook
Greg Knipp
CEO
Dieste
Join Us for Networking!
19
After the event…
119 East 27th Street
(across the street!)

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IAB_EventPresentation_May272015

  • 1. Multicultural Creative Case Study Town Hall May 27, 2015 #iabmulticultural IAB Multicultural Council 1
  • 2. Creative Case Study Town Hall IAB Multicultural Council presents Moderator Jessica Ramirez, Manager of Industry Initiatives, IAB Hosted by Multicultural Council Co-Chairs Borja 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 Sales Briabe Mobile Matt Levine Director of Strategy & Business Development Briabe Mobile Francesca Pujals Consumer Insights & Research Lead Google Heather Conneely US Business Lead Facebook Greg Knipp CEO Dieste
  • 3. Agenda IAB 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, Facebook Max 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
  • 4. State of Multicultural Audiences Data and Research
  • 5. The U.S. Multicultural population is large and growing… 5 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. 0% 10% 20% 30% 40% 50% 60% 70% Non-Hispanic Whites Hispanic or Latino origin Black or African American Asian American Indian & Alaska Native 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/
  • 6. Multicultural purchasing power has grown, and is likely to keep growing… 6 Source: Selig Center for Economic Growth, US Census Bureau as cited in Nielsen’s “The Multicultural Edge: Rising Super Consumers,” March 2015 $661 MILLION $3.4 TRILLION 1990 2014 U.S. Multicultural Buying Power +415%
  • 7. 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.” 7 Source: 1+1=3, Dieste, 2014
  • 8. 8 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_Smartp hones_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
  • 9. 9 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 128 133 124 100 137 149145 142 144 129 184 152 126 146 99 60 62 133 97 108 142 107 175 178 0 20 40 60 80 100 120 140 160 180 200 Facebook Google LinkedIn Pinterest Snapchat Twitter Mobile Application Duration Index For Heaviest Users of Each Mobile Application Multicultural Hispanic Black Asian 100 = Non Multicultural Users
  • 11. OPEN FOR ENTRIES! 11 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
  • 12. Entry Categories 12 2015 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
  • 13. What it Takes to Win 13 2015 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
  • 14. For more information 14 2015 IAB MIXX Awards gina@iab.net iab.net/mixxawards Gina Imperato Executive Producer, IAB MIXX Awards @mixxawards /IAB
  • 15. Upcoming IAB Meetings, Events & Trainings  Q3 Digital Video Committee Meeting Tuesday, June 2nd / IAB NYC  Q3 Mobile Committee Meeting Friday, June 12th / IAB NYC  B2B & Native Town Hall: Pain-points and Opportunities Monday, June 15th / IAB NYC  Leading Edge of Mobile Creative Round Table Thursday, June 18th / San Francisco, CA  Digital Video: IAB Marketplace June 8, 2015 / NYC  IAB MIXX Conference & Awards September 28 – 29 / NYC www.IAB.net/events_training Questions? jessica@iab.net  Digital Ad Operations Certification Info Session Tuesday, June 2nd / via Webinar  Digital Media Sales Certification Info Session Thursday, June 11th / via Webinar  Digital Fundamentals Thursday, June 18th / IAB NYC  Advanced Programmatic for Buyers & Sellers Tuesday, June 23rd / DC  IAB Study Session: Digital Ad Operations Certification Thursday, June 25th / IAB NYC
  • 16. 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
  • 17. 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
  • 18. THANK YOU! Moderator Jessica Ramirez, Manager of Industry Initiatives, IAB Hosted by Multicultural Council Co-Chairs Borja 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 Sales Briabe Mobile Matt Levine Director of Strategy & Business Development Briabe Mobile Francesca Pujals Consumer Insights & Research Lead Google Heather Conneely US Business Lead Facebook Greg Knipp CEO Dieste
  • 19. Join Us for Networking! 19 After the event… 119 East 27th Street (across the street!)

Notas do Editor

  1. Two types of categories: Strategies and objectives and Tools, Tactics and Platforms (give definitions) Here are some of the categories we think the work you’re doing can fit. In addition, we have a special innovation category (insert definition) And all gold winning work is considered for Best in Show
  2. Not just about leveraging technology but relationships and behavior consumers have with devices, brands and capabilities.