Managing Multicultural Media Strategy

Multicultural audiences make up 45% of the U.S. population, yet only 5.2% of digital ad spend is set aside to target these audiences. Seeing an opportunity for education and improved dialogue, engagement advertising company true[X] set out to create a comprehensive guide to reaching Black, Latino, and Asian-American consumers through digital media. This was of strategic importance to true[X]\'s work building ads for connected TV, which disproportionately draws in multicultural audiences. Over the course of its leadership in CTV media, true[X] found that advertisers were looking for best practices for how to reach those audiences in this unique new environment. true[X] was also coming from a place of expertise: In 2019, the company had worked with Nissan to build the world\'s first ad that let bilingual Hispanic audiences toggle back and forth between English and Spanish in real time, a groundbreaking achievement in advertising that was honored in the ARF David Ogilvy Awards in the Multicultural category. Beautifully and informatively designed, \"Managing Multicultural Media Strategy\" -- released in April 2021 -- is packed with insights that break down stereotypes and help advertisers reach diverse audiences in a way that respects, informs, and empowers them, particularly in politically and socially charged times.