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IPG's Magna Welcomes the New Mainstream in State of Video Report

IPG's Magna Welcomes the New Mainstream in State of Video Report

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Charlene Weisler

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Magna
14 6

This is the time to take an acculturation approach to multicultural marketing and measurement, believes Brian Hughes, Executive Vice President Audience Intelligence and Strategy, Magna (a division of IPG Mediabrands).  Hughes notes that we are on the way to a multicultural majority in America by 2060, with 2044/45 as the tipping point.  IPG's just released "The State of Video Report" maps what Hughes calls, "the new mainstream" where multiculturalism is taken into account in creative messaging.  The plethora of datasets coming from various sources, the fragmentation of audiences and platforms and the ever-advancing technology that is changing media usage are all challenging the way marketers are shaping their business plans to reach the right audiences.  But there is also increasing pressure on the creative to break through viewer distraction, ad avoidance and blocking.  Hughes points out there are a growing number of digital and mobile opportunities for brands to connect with this multicultural population.

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Charlene Weisler

Charlene Weisler is a media research executive and MediaVillage columnist with experience that spans broadcast, cable, off-platform, non-linear, and broadband. She shares her expertise in set-top box data, SEO, metrics creation, and behavioral psychography i… read more

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MediaVillage “Knowledge Exchange” is where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “Knowledge Exchange” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

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