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Diversity In Data: Can Multicultural Insights Transform Programmatic?

In the ever-evolving world of programmatic advertising, leveraging diverse data sources to expand audience reach and optimize campaign effectiveness is paramount. As programmatic media buyers, you're likely familiar with DSPs such as The Trade Desk, Xandr, and Google DV360. However, the real game-changer lies in tapping into multicultural insights embedded within these platforms' vast amounts of data.  

The Role of Multicultural Data

Multicultural marketing is not a campaign. It’s an intentional effort to acknowledge and respond to the diverse backgrounds, languages and cultures shaping today’s consumer landscape. For advertisers, understanding the types of data accessible within DSPs is critical to harnessing insights from this data and crafting more relevant and engaging content for multicultural audiences.

Let’s delve into the types of data available.

  • Demographic Data: DSPs offer a range of demographic data points – from age and gender to ethnicity and language preferences –  that aid in identifying and targeting multicultural audiences. Specificity is essential to engaging hard-to-reach audiences as it establishes meaningful connections with consumers who may feel overlooked or misrepresented. This specificity enhances campaign effectiveness and fosters a sense of inclusion and authenticity. 
  • Behavioral Data: Beyond demographics, user behavior can also provide invaluable insights. Analyzing online behaviors, such as content consumption, search patterns, and engagement levels, helps create a more nuanced understanding of multicultural audiences. Leverage this data to refine your targeting strategies and deliver more personalized content.
  • Location-Based Targeting:Multicultural consumers often cluster in specific geographic locations. DSPs facilitate precise location-based targeting, enabling advertisers to reach consumers with localized messaging.

The Power of Zero-Party Data

Now, let’s explore a revolutionary approach – zero-party data. Unlike first-party data, collected without explicit user consent, users willingly share zero-party data. This type of data is gold for programmatic media buyers, offering a transparent and ethical way to gather insights directly from your audience. There are several other benefits to using zero-party data, such as:

  • Building Trust and Fostering Engagement: Zero-party data fosters trust and deeper connections with your audience. When consumers willingly provide information about themselves, it builds a culture of transparency and trust, ultimately influencing brand perception. 
  • Personalization: Zero-party data goes beyond generic demographic targeting to precise customization, ensuring messages resonate authentically with multicultural audiences.
  • Real-Time Adaptability: As people evolve and cultures shift, advertisers must be able to quickly adapt to changing consumer preferences. Zero-party data provides the agility and responsiveness needed to adjust programmatic strategies based on the most up-to-date consumer insights.

Crafting a Multicultural Programmatic Strategy

Blending traditional data sources with innovative approaches like zero-party data is essential to harness the potential of multicultural insights housed within DSPs. Here's a step-by-step guide to crafting a successful multicultural programmatic strategy:

  1. Audience Segmentation: Identify and segment your target audience based on demographics, behaviors, and cultural factors. Leverage the robust targeting options your preferred DSP offers to refine your focus.
  2. Zero-Party Data Integration: Incorporating zero-party data into your programmatic advertising strategy requires trust. Consumers will be more willing to share their information if they have a safe and supportive space to do so and trust the brand to use the data ethically.
  3. Culturally-Sensitive Content Creation: Whether it's language variations, culturally significant visuals, or region-specific messaging, ensure that your programmatic ads feature content that speaks directly to the diverse experiences of your audience.
  4. Continuous Optimization: Regularly analyze campaign performance, adapting and optimizing based on real-time insights from traditional and zero-party data. Pivot when necessary to maximize ROAS.

The future of programmatic advertising is inherently multicultural, mirroring the evolving demographics of the U.S. population. By leveraging diverse data sources within DSPs and embracing zero-party data, programmatic media buyers can maximize campaign performance and more meaningfully engage consumers while maintaining ethical data practices.

This blog post was originally published on MediaPost.

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Can the Insights Industry See Itself Clearly?

As Women's History Month approaches each year, the remarkable strides women have made in business become increasingly clear. However, despite these advancements, certain industries, such as the insights industry, continue to struggle with leadership inequities and a lack of workforce diversity.

While the insights industry prides itself on understanding and reflecting diversity in consumer populations, this awareness often stops short within its own workforce. This creates a troubling gap: the voices informing strategies may be representative, but the decision-makers interpreting and implementing those insights remain predominantly homogenous.

This lack of diversity leads to blind spots and missed opportunities, potentially limiting strategy effectiveness and perpetuating biases. Closing the gap between measured and internal diversity unlocks the full potential of insights, creating more opportunities across the board.

In this episode of The New Mainstream podcast, Ali Henriques, Global Director of Research Services at Qualtrics, delves deeper into leadership diversity and its impact on recruiting and retaining diverse talent.

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The Impact of Online Sample on Cultural Marketing in the U.S.

The modern consumer has evolved. Today, they're not simply passive buyers but active cultural participants who engage with brands that resonate with their values, identities, and lived experiences. This shift has driven the rise of cultural marketing, a nuanced approach that seeks to connect with consumers through their cultural lens.

However, to truly comprehend this cultural lens, marketers must harness the power of market research to gather rich insights directly from consumers. Using online sample is among the most prevalent and efficient ways to gather these insights.

Cultural Marketing in the U.S.

America is a diverse nation, filled with many different cultures. This diversity presents both challenges and opportunities for marketers tasked with understanding how shared values, customs and beliefs shape people’s lives and influence consumer behavior. This cultural intelligence helps brands tailor their messaging, products, and services to resonate more deeply with specific audiences.

Benefits and Considerations for Online Sample

Online panels can help brands understand and target specific cultural groups. However, this market research tool isn’t without its challenges. Let’s look at the benefits first.

Benefits:

  • Accessibility and Cost-Effectiveness: Online samples are generally more accessible and cost-effective than traditional methods like face-to-face interviews or focus groups. This allows researchers to reach diverse cultural groups, even those geographically dispersed.
  • Targeted Insights: Researchers can design online surveys and tasks specifically tailored to understand the values, preferences, and behaviors of different cultural groups. This data can inform content creation, messaging, and distribution strategies.
  • Quantifiable Data: Online samples enable large-scale data collection, providing statistically significant results for better decision-making. This can be especially valuable for understanding niche or underrepresented cultural segments.
  • Participant Diversity: Online platforms offer access to a wider range of participants, potentially including individuals who might not otherwise participate in traditional research due to time constraints or social anxieties.

Challenges and Considerations:

  • Sampling Bias: Online samples are not immune to sampling bias. If not carefully designed, they may overrepresent certain demographics, leading to inaccurate conclusions about specific cultural groups.
  • Cultural Nuances: Online surveys and tasks might not capture the intricacies of cultural attitudes and behaviors. Researchers must be mindful of language, design, and context to avoid misinterpretation.
  • Digital Divide: Not all cultural groups have equal access to the internet or digital literacy. This can lead to the underrepresentation of certain populations in online samples.
  • Ethical Concerns: Data privacy and participant anonymity are crucial considerations. Researchers need to ensure transparency and ethical data collection practices.

Overall, online sample is a valuable tool for cultural marketing when conducted by experienced market research agencies familiar with online samples’ benefits and limitations so data collection can be implemented with sensitivity and cultural awareness.

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Suma Wealth: Empowering Financial Inclusion Among Latinos with Insight and Humor

The evolution of financial technology, commonly referred to as 'fintech,' has undergone a remarkable surge in recent years, empowering consumers to conduct their banking activities on their terms from any location. So high is the demand for online financial tools that banks like Bank of America, which started shuttering its drive-through teller lanes in 2013 due to low usage, have pivoted to establish robust digital solutions. These solutions are tailored to help consumers manage their personal finances exclusively through online channels. This shift is not limited to central banks, however. Online banks like Ally Bank and neobanks like Chime are also vying for consumers' attention, offering both traditional and non-traditional banking services and greater flexibility than their brick-and-mortar counterparts.

Among the consumers embracing fintech are Latinos, who do so at a higher rate than other demographic groups. This trend can be attributed to a few factors. The Latino population in the U.S. skews younger, and as younger consumers are generally more predisposed to adopting new technologies, fintech becomes a natural choice. Additionally, Latinos may face language barriers and systemic challenges such as discrimination, making fintech options more attractive and accessible.

Regardless of how consumers choose to bank, most agree that understanding and managing one’s finances is essential to building wealth and economic self-sufficiency. For Gen Z, especially those subscribing to the concept of 200%, where individuals embrace their dual identity as both American and Latino and whose motivations for wealth-building differ from their parents and grandparents, using an in-culture digital-first financial platform to demystify complex financial concepts is key to engaging them.

In this episode of The New Mainstream podcast, Beatriz Acevedo, CEO and Founder of Suma Wealth, underscores the importance of developing culturally relevant fintech tools to increase financial literacy in the Hispanic community. To download the SUMA App, click here.

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The Ins and Outs Of Election 2024 Audience Targeting

Held during the throes of the COVID-19 pandemic, the 2020 election cycle was deemed a “digital election” as traditional campaign tactics shifted online. According to the 2020 Political Advertising Report, political digital advertising spend grew 4.6x from 2018 to 2020.

Americans’ daily digital screen time, according to eMarketer, soared to nearly eight hours per day and candidates took advantage, strategically  showcasing their messages across countless newsfeeds, searches and emails.

While the pandemic has subsided, Americans’ appetite for digital content has not. Once again, candidates are turning to digital advertising to expand their reach and spread their messages far and wide.

As digital programmatic media buyers gear up for the 2024 election year, mastering the nuances of targeting political audiences is crucial for success. In this article, we'll delve into the specific laws governing political audience targeting in the U.S., explore their implications, and outline actionable strategies to optimize your campaign using DSPs.

Understanding the Rules of Political Audience Targeting

Understanding the laws that govern online political advertising is the foundation of a successful campaign. Let's dissect two key legislations— the Federal Election Campaign Act (FECA) and the Bipartisan Campaign Reform Act (BCRA)— and their implications for digital programmatic media buyers.

Federal Election Campaign Act (FECA):

  • Transparency Mandate: FECA mandates transparency in political advertising, requiring clear disclosure of funding sources. Digital programmatic media buyers must ensure that their ads provide viewers with information about who is funding the campaign.
  • Avoiding Foreign Influence: FECA strictly prohibits the use of foreign funds in political campaigns. Media buyers must implement targeting strategies that avoid any association with foreign entities, safeguarding campaigns from legal repercussions.

Bipartisan Campaign Reform Act (BCRA):

  • Coordination Restrictions: BCRA places limitations on coordination between media buyers and political candidates or parties. Digital programmatic media buyers must steer clear of activities that might be perceived as coordinated efforts, ensuring compliance with BCRA provisions.
  • Corporate and Union Funding Limits: BCRA prohibits corporations and unions from funding certain electioneering communications. Media buyers should be aware of specific timeframes leading up to elections when these restrictions apply.

Navigating the Dos and Don'ts

The digital landscape is flooded with information making it challenging to target the right audience. Media buyers utilizing DSPs should consider the following dos and don'ts to ensure effective and ethical targeting:

Dos:

  1. Adhere to Privacy Regulations: Respect privacy regulations and adhere to platform-specific guidelines to maintain ethical advertising practices.
  2. Utilize Zero-Party Data: Leverage zero-party data to gain a nuanced understanding of diverse audiences' preferences, behaviors, and attitudes. This data empowers media buyers to create messages that resonate authentically.

Don'ts:

  1. Discriminatory Practices: Avoid discriminatory practices in targeting. Stay mindful of regulations to ensure your campaign strategy is inclusive and fair so that it resonates with the intended audience without infringing on ethical standards.
  2. Conflicts of Interest: Steer clear of activities that could be perceived as conflicts of interest or close coordination with political candidates or parties. Familiarize yourself with the rules and implement processes to govern your behavior.

Be Inclusive in Your Political Audience Targeting

Diversity is a driving force in American democracy, and multicultural audiences wield significant influence online and at the ballot box. By leveraging multicultural insights, media buyers can tailor programmatic campaigns to serve ads on channels favored by diverse communities with messages that are important to them.

Optimize Your 2024 Campaign Strategy

As the 2024 election year unfolds, digital programmatic media buyers empowered with a comprehensive understanding of legal frameworks, strategic targeting practices, and the power of multicultural insights are poised for success. By staying informed and employing innovative tools, media buyers can confidently navigate the nuances of political audiences, contributing to a more inclusive and impactful democratic process.

This blog post was originally published on MediaPost.

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La Importancia de la Investigación de Mercado Multicultural en el Mercado Global

La demografía de Estados Unidos está cambiando rápidamente, con una población que se dirige a convertirse en una mayoría multicultural. Pero la realidad es que, para muchas empresas, el crecimiento está más allá de las fronteras nacionales. Las marcas con sede en EE. UU. buscan cada vez más en otras regiones para atraer nuevos públicos. De manera similar, las marcas latinoamericanas, por ejemplo, buscan extender su alcance a otros grupos demográficos en EE. UU.

En muchos sentidos, la transformación digital resultante de la pandemia de COVID-19 permitió este cambio hacia una economía sin fronteras. Según McKinsey, la adopción digital se aceleró al menos tres años a medida que los consumidores se movieron a los canales en línea a un ritmo récord. Las empresas e industrias respondieron y se dieron cuenta de que el perfil de sus clientes había cambiado. Para comprender a estos nuevos consumidores, se volvió imperativo que las empresas investigaran no solo la diferencia en demografía sino también la diversidad cultural, que influye en las preferencias de los consumidores y puede variar según la geografía, etnia, raza, idioma, religión, etc.

¿Por qué la Investigación Multicultural?

Es importante recordar que lo que funciona en una región puede no funcionar en otra. Un símbolo con una connotación positiva en una cultura y que atrae a los consumidores podría ser ofensivo en otra y alejarlos. La investigación multicultural ayuda a las empresas a navegar por estos matices mediante la creación de espacios seguros para que las empresas comprendan las diferencias culturales entre las regiones y su influencia en las actitudes, comportamientos y preferencias de los consumidores hacia los bienes y servicios.

Entonces, recuerde, la investigación de mercado multicultural empodera a las empresas con:

  • Mejor comprensión de las necesidades y deseos de los clientes: Al comprender las diferencias culturales, las empresas pueden desarrollar productos y servicios más atractivos para un público más amplio o más localizados cuando sea necesario.
  • Mayor éxito en el lanzamiento de nuevos productos y servicios: La investigación de mercado multicultural puede ayudar a las empresas a identificar las oportunidades de mercado más prometedoras, reducir el riesgo de fracaso de nuevos productos y proteger la marca.
  • Mejores relaciones con los clientes: Al comprender las necesidades y deseos de los clientes de diferentes culturas, las empresas pueden construir relaciones más sólidas y duraderas.

Cómo Realizar una Investigación Multicultural

Para realizar una investigación de mercado multicultural eficaz, es importante tener en cuenta los siguientes factores:

  • Elegir la metodología adecuada: Existen varias metodologías de investigación de mercado, cada una adaptable a las necesidades de la empresa que necesita la investigación. Las metodologías más comunes para la investigación de mercado intercultural incluyen encuestas, entrevistas, grupos focales y análisis de datos secundarios.
  • Desarrollar un cuestionario o guía de entrevista culturalmente sensible: El cuestionario o la guía de entrevista deben elaborarse para que sean fácilmente comprensibles para los participantes de diversas culturas. Igualmente importante es evitar cualquier sesgo cultural en la redacción de las preguntas de la encuesta.
  • Reclutar una muestra representativa: La muestra debe representar a la población a la que la empresa está tratando de llegar.

Contratar los servicios de una agencia de investigación de mercado con experiencia multicultural resulta beneficioso, especialmente cuando tales capacidades no están presentes dentro de la empresa.

Conclusión

La investigación intercultural es esencial para las empresas que buscan crecer fuera de sus mercados actuales, particularmente aquellas que buscan expandirse internacionalmente. Pero la expansión no viene sin riesgos, y participar en una investigación intercultural puede ayudar a mitigar ese riesgo y facilitar conexiones auténticas con los consumidores de esas regiones.

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American Families Approach 2024 with Cautious Optimism

Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?

To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.

Download the report here.

Optimism Is on the Rise

Nearly twice as many respondents in our survey anticipate an improvement in their financial situation (both personal and family) for 2024 (38%) compared to those expecting a decline (20%) when compared to 2023. And, around two-thirds of respondents feel confident managing their finances moving into 2024. African Americans and Baby Boomers lead in this category, while Gen Z lags behind. This gap highlights a potential need for targeted financial education initiatives, especially among younger consumers.

Some Still Feeling Overwhelmed

The financial optimism isn't shared equally. Hispanics, non-Hispanic Whites, and Millennials top the list of those feeling financially overwhelmed. While N.H. Whites worry about retirement more than African Americans, both groups face significant pressure. Interestingly, Baby Boomers seem the most grounded, with the lowest reported stress.

Compared to last year, almost half of the respondents have reported a significant increase in their financial anxiety—notably, women, N.H. Whites and Gen Xers are at the forefront of this trend. Despite these challenges, optimism isn’t lost. Approximately two-thirds of respondents believe their finances will improve in 2024, with Gen Z and Millennials emerging as the most optimistic.

Navigating the Debt Dilemma

Debt looms large, with half of the respondents burdened by it. While Asians and Gen Z carry less debt, Millennials and Gen X grapple with debt, especially credit card debt, the most. Making payments is a struggle for many, with African Americans, Gen Z, and women the most impacted. Rising interest rates add another layer of anxiety, particularly for African Americans and Baby Boomers. Previously sustainable debt levels can become overwhelming as interest rates rise.

As per the headlines, inflation is the top financial concern across the board, followed by unexpected expenses and housing costs. Gen Z worries less about inflation and the economy compared to older generations, but housing affordability and saving for the future weigh heavily on their minds.

Fortunately, over half of respondents actively seek support when stressed about finances, especially Gen Z and Millennials, known for being more open and vocal about their lives. While most respondents are likely to reach out to family and friends for advice, the willingness to openly talk about finances is still somewhat taboo. African Americans and Baby Boomers are ‘very uncomfortable’ talking about their finances with others.

Promoting Financial Wellness

Finally, the survey emphasizes the importance of financial education, with an overwhelming majority acknowledging its crucial role in financial well-being. This underscores the need for financial literacy programs accessible across all demographics to empower individuals to manage their finances confidently.

Remember This

America's financial landscape is diverse, with different groups facing unique challenges and holding varying degrees of hope. Recognizing these disparities and fostering financial literacy across all generations and ethnic groups is key to building a more financially secure and resilient economy.

For deeper insights into the ThinkNow 2024 Consumer Financial Wellness Report, download it here for free.

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