Marketers Increase Spending on Newer Media Platforms to Reach Multicultural Consumers

ANA survey points to websites, online ads and SEM as the top three newer media platforms for reaching multicultural markets

New York, NY - To reach multicultural consumers, more than half (56 percent) of marketers are increasing their investments in newer media platforms, according to an ANA (Association of National Advertisers) member survey. Another 35 percent are holding their spending at the same level, while only nine percent are reducing their investments in newer media.

The Marketers' own website was noted most often (92 percent) as the newer media platform that enjoyed the highest usage in targeting multicultural consumers. In addition:

  • Online ads on third-party websites garnered (80 percent)
  • Search engine marketing, paid keyword (72 percent)
  • Email marketing (70 percent)
  • Search engine optimization, organic (64 percent)
  • Mobile (59 percent)
  • Social networks (59 percent)
  • Viral videos (55 percent)
  • Videos on demand (34 percent)

"Reaching audiences with targeted messages via different touch points is more important today than ever," said Bob Liodice, ANA President and CEO. "Particularly in targeting multicultural consumers, newer media platforms provide an effective way for meaningful engagement to occur."

In the survey, marketers assessed the effectiveness of newer media platforms in multicultural marketing as follows:

  • Search engine marketing (cited as effective by 60 percent of respondents)
  • Search engine optimization (58 percent)
  • Firm's own website (54 percent)
  • Video-on-demand (53 percent)
  • Online ads on third-party websites (50 percent)

The survey findings further indicate that budgets for newer media targeting multicultural consumers are allocated from multiple sources including both the multicultural and general markets' media and marketing communications budgets, as well as incremental budgets.

While multicultural marketers are increasingly utilizing newer media platforms, they are not ignoring more traditional media. On average only 6.6 percent of multicultural media budgets are being allocated to these vehicles. Within general marketing programs, 15.6 percent of budgets are spent on newer media platforms, according to a 2009 ANA survey.

The Multicultural / Newer Media Survey was conducted online by the ANA from July through September 2010 among client-side marketers who were either personally involved or knowledgeable about the multicultural marketing efforts at their companies.

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About the ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

Press Contacts:

Lesley Neadel
CooperKatz & Co. for the ANA

Luna Newton
CooperKatz & Co. for the ANA