Hispanic, Latin American

Viewer Pre-Dispositions to Seeing an Ad in an Unexpected Language

Ben Cunningham Director, Ad Experience Measurement, NBCUniversal

Simran SrinivasanProduct Manager, Video Products, NBCUniversal

Ben Cunningham and Simran Srinivasan of NBCUniversal shared their research on whether ad effectiveness changes when the language of the ad and the content is not aligned. They specifically examined what was working and not working when targeting Spanish language speakers. Their methodology included a three-phase approach, starting with a qualitative study in local markets with high Hispanic populations (e.g., LA, Miami) as well as through virtual groups to better understand their tolerance for language fluidity that is happening on their connected TVs. This was followed by a quantitative phase (n=7,200) with an experimental design where participants were recruited to watch content as though they were watching on Peacock with similar ad loads. A post-exposure survey was conducted to evaluate brand effectiveness, ad effectiveness and general perceptions towards the experience. This phase was paired with biometric research where they used facial coding to track the information processing and unconscious responses. They tested Spanish vs. English language ads in English and Spanish language content. Overall, they found that people generally understand ads in a different language, it doesn’t affect the enjoyment of the show and there was not much difference on recall. Key findings: For Spanish language ads in English language content:
  • Strong visuals still carries the message: 78% generally understand the ads that were in a different language than the content even if they are English-only speakers.
  • Seventy-one percent said that it was not disruptive to their experience to see ads in a different language than the content.
  • There was only a 3pt difference in recall for English ads (46%) vs. Spanish ads (43%) seen in English language content. However, there was a 10% boost in recall among the Spanish dominant group for Spanish-language ads and a 10% decline in recall for Spanish-language ads among the English-only group.
  • There was not much loss of attention or processing power from beginning to the end of the Spanish language ads for all test groups (English only, bilingual and Spanish dominant).
For English language ads in Spanish language content:
  • Previous exposure to both English and Spanish language content is the top determinant in ad language receptivity. The group with the most exposure to both languages is the most receptive to the ad itself.
Key takeaways:
  • There is an actual opportunity to use English language content as an effective place to reach Spanish and bilingual speakers.
  • There is a need to be super careful and thoughtful about how we define audience segments as there is a loss of effectiveness when we reach the wrong person too many times.

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Industry In Progress: Unlocking The Power of Inclusive Advertising

Denya ChinqueeSenior Director, Audience Impact & Intelligence, Paramount Advertising

Michelle Green Manager, Audience Impact & Intelligence, Paramount Advertising

Representation in advertising is more complicated than ever with brands getting it wrong receiving strong backlash. Denya Chinquee and Michelle Green of Paramount Advertising discussed their latest study on on-screen representation, which evaluated the state of inclusivity in advertising, consumer expectations and effective advertising strategies. They used a multi-phase research approach using mobile ethnographies, in-depth interviews, semiotics, ad database analysis, foresight analysis and a nationally representative survey of over 3,500 consumers. They also went beyond race and ethnicity to include Native/Indigenous people and people who identify as LGBTQ+, differently abled, neurodiverse and those who belong to religious minorities, such as Jewish, Muslim and Hindu. This research helped create The Content for Change Ad Toolkit, which provides guidelines for marketers to build up their inclusivity IQ. Key takeaways:
  • Representation matters in media: 85% of consumers agree that the way people are portrayed in entertainment influences perceptions about them in the real-world.
  • It’s also equally important in advertising: 73% of consumers say diversity, equality and inclusion is important in advertising.
  • The events of 2020 drove an increase in diverse representation; however, we are now seeing a decline in representation with Hispanic representation having the sharpest decline (9% in 2021 to 5% in 2022) even though Hispanics make up 20% of the total U.S. population.
  • Misrepresentation is worse than no representation, according to the majority of respondents. Negative stereotypes perpetuated by advertising impact how people of minority groups are seen by society.
  • Sixty-two percent of consumers are more likely to notice brands that represent people like them.
  • Inclusion drives purchase intent, loyalty and consumers’ willingness to pay more: 57% are more likely to buy from brands that represent people like them, 53% are more loyal to brands that represent people like them and 45% would pay more for a brand that is embracing inclusivity with their ads.
  • Inclusivity isn’t one size fits all. Consumers want storytelling that is of universal or omnicultural experiences to more unique or divergent representations.

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Forecasting & Optimizing Reach in a PII Compliant Measurement Ecosystem

Spencer LambertVP, Product & Partnership Success, datafuelX

Matthew WeinmanSr. Director, Advanced Advertising Product Management, TelevisaUnivision

Reach and frequency planning requires access to unique viewership data, which has become increasingly restricted due to identity restrictions. However, challenges exist with panel-only measurement, including the undercounting of Hispanic and Spanish language coverage, stated Matthew Weinman (TelevisaUnivision). Panel data undercounts Hispanics audiences by upwards of 20%, even for broad demographics. The benefits of big data exist across audience planning, viewership measurement and outcomes. Excessive frequency can be limited while maintaining or expanding reach, as well as improving ROAS. However, there are barriers to working with big data, including PII compliance. Additionally, the size and scale of big data leads to lengthy ID forecast times and computing costs. Spencer Lambert (datafuelX) presented details of their approach to ID-level forecasting which included their reach and frequency clustering methodology. Key takeaways:
  • Advantages of clustering methodology over identity methodology for reach and frequency:
  • Efficiency and accuracy: Delivers comparable accuracy metrics
  • Lower error rates: Seven percent for cluster reach forecasts vs. 20% error rate on identity-scaled reach forecasts
  • Cross-platform reach and frequency: By scaling cluster assignments to digital IDs, this methodology can empower cross-platform management and optimization
  • Lower compute time and costs
  • PII compliant: Preserves the use of identity-level planning

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A Guide to Diverse & Inclusive Terminology, Including Definitions and Best Practices

  • Cultural Effectiveness Council

How can we more effectively understand and communicate with the diverse audiences of 21st century America? The ARF Cultural Effectiveness Council has created a guide to help accomplish this. It contains the latest information about diversity and inclusive terminology—an ever-evolving subject—specific definitions and best practices. This guide helps researchers and media and marketing professionals to recognize and understand preferred terms that are used to identify members of these audiences, to show proper respect and connect with them more effectively.

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DEI in 2024

In addition to the ARF event, DEI and diversity were recently addressed by the World Federation of Advertisers (WFA) strategic partners in their forecasts for 2024 priorities and in a new Morning Consult study.

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Does Having Multicultural Marketing Mean Your Brand is Inclusive?

  • MSI

Multicultural marketing is popular today. Its aim is to increase inclusion through consumption. But does propagating such marketing make a brand inclusive? An inclusive brand is one that creates, communicates and delivers offerings that serve underrepresented communities, say researchers in this Marketing Science Institute (MSI) working paper. In this way, such brands enhance lives through increased equality, acceptance, respect, belonging and empowerment.

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Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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