Multicultural Audiences Are Making Nuanced Media Choices

Findings illustrate the importance of contextual nuance when it comes to leveraging video viewing for marketing communications and that streaming via connected TV CTV is the central opportunity to bond with these three multicultural audiences in the video advertising ecosystem todayAmong each of the cultural cohorts considered OTT services and onCTV devices were identified as the goto experience for coviewing video In the US 44 percent of HispanicLatino audiences 40 percent of BlackAfrican American audiences and 33 percent of Asian audiences reported recent instances of coviewingIn the US 56 percent of HispanicLatino viewers reported that their coviewing experiences had taken place on a CTV device as compared to 53 percent of BlackAfrican American viewers and 52 percent of Asian viewersCoviewing equates to greater ad receptivity as well In the US 58 percent of BlackAfrican American viewers report being receptive to CTV ads along with 55 percent of HispanicLatino viewers and 49 percent of Asian viewersAdvertisers extend reach among these fragmented and distinct audiences with adsupported CTV content and they also enhance impact In part that39s because audiences across all three groups reported that they were in better moods when watching CTV As a result ads create more impact and resonance on CTV than on other platforms including mobile and linear televisionIn general the survey also found that different generations do not differ much when it comes to demand for culturally relevant video viewing It is important to consumers young and oldMulticultural viewers identify with sports and especially musicConsumers gravitate towards videos that are culturally relevant to them and this highly correlates with overall viewing lengths Music and sports content lead the charge in this regard BlackAfrican American and HispanicLatino viewers alike indexed either near above the general popular population averages when asked whether they ascribed high cultural relevance to music and sports content Meanwhile Asian viewers ascribed lower cultural relevance to sports content but still ascribed a high degree of cultural relevance to music contentMusic scores as a highly relevant content type for all three groups of CTV viewers For advertisers the lesson is clear CTV combined with music videos equates to prime viewing sessions for ad receptivity across all three cohortsIn the US 70 percent of Asian viewers reported being receptive to advertising during music video viewing sessions on CTV as compared to 65 percent of BlackAfrican American viewers and 60 percent of HispanicLatinos viewersSince music content places many forms of cultural themes in the commercial spotlight marketers can benefit from giving it particular attention in their engagement with CTV audiences in these cohorts Product purchase decisions and media choices are highly informed by cultural relevance and a brand being thoughtful about culturally relevant executions is as important as having a healthy brand imageCultural insight is key to engagementConsumer media tastes help shape selfidentity Products services and experiences are favored or rejected by people every day helping to define them and their lifestyles Consumers constantly apply meaning to their choices and use this meaning in their social constructs Cultural insight is in part rooted in an understanding of this and shaping brands in specific contexts acknowledges the importance of nuanced media choices in marketingGiven the high volume of brand advertising consumers are subjected to each day in ad supported experiences contextual nuance works Carefully crafted engagement cannot come from buying generic contextblind ad exposures to consumers that simply quotcheck the boxquot for a given sociodemographic or online behavior There is a right time and a right place and decades of brand research has quantified this time and again Media planning can implement this understanding of distinct cultural areas that improve communications Cultural relevance is a critical brand health metric that brands should aspire to measure and improve upon across the entirety of their respective addressable marketsMulticultural consumers no longer represent sleepinggiant constituencies as they develop and refine the framework of identities to our modern communities Music and culture are inextricably tied to concrete historical and technological developments that galvanize AmericaPrior research by MAGNA and the IPG Media Lab in 2019 also supports this highlighting that quotConsumers think brands should be involved particularly in social issues as there39s a desire for brand involvement in what consumers are most passionate about Being culturefocused positions brands as more relevant and those brands who position themselves within culture friendly environments perform betterquotTapping into cultural nuance is not easy If it were most marketers would do it and be great at it Broad cultural contexts are rarer and rarer and to harness these contexts takes a lot of thoughtfulness and a high degree of successful execution Consumers do not come from the same backgrounds especially in the highly diversified markets where most reside today Marketers must be conscious not to devalue backgrounds and experiences as this may be where nuance is needed mostArticle Originally Published by DigidayClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Multicultural Audiences Are Making Nuanced Media Choices

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