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Targets & Segments

Love Has No labels

  • R/GA (Agency); Ad Council (Client); Mindride (Experience Design); Persuade & Influence (Production); Brewster Parsons (Post Production)

Bias and discrimination are among America’s most polarizing problems. Yet most Americans consider themselves unprejudiced and resist messages suggesting they are biased. This ARF David Ogilvy Awards winning case study details an approach to creative and targeting that resulted in one of the most successful PSA’s in history.

How Retargeting Drove Toyota’s Success Among Hispanic Auto Buyers

  • Mia Phillips – National Manager Multicultural & Brand Strategy, Toyota Motor Sales, USA, Inc.

A lack of in-language automotive sites and online clutter posed challenges to Toyota’s need to reach likely truck buyers in the growing Hispanic community. The automaker used an innovative retargeting approach combined with an understanding of their target’s interests and special creative executions to gain traction among their target and drive success.

Cross--Platform, Millennial Style

  • Emily Bockino; Christian DeBonville
  • ESPN

To score with sports fans marketers need to take their targets’ different sports consumption habits into account. ESPN’s analysis of advertising and entertainment content across platforms showed differences by age, gender, marital status, and number of platforms used. One example: Millennials consume more on mobile and in magazines than do older ESPN audiences.

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An Experiment in Understanding Kids Cross-Platform Consumption

  • Katie Artemas and Nicole Tramontano
  • Star Com; Turner

It used to be that kids say the darndest things. But in today’s cross-platform media world, are kids watching the darndest things? Well they’re certainly using every device possible to watch whatever they wish. A CIMM committee sponsored this study with TiVo and RealityMine, and learned that kids consume it all – live TV, time-shifted TV, tablets, and smartphones.

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Plurals and Millennials in a Cross-Platform Universe

  • Mark Loughney
  • Turner Broadcasting System

Plurals, the population born after 1996, differ from Millennials in multiple ways, e.g., they demand more choice and explore tech more readily and impatiently. As a result, marketers need to understand implications, such as recognizing that developmental abilities among age groups within Plurals affects device usage and their need for social currency rises with age.

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Differences in U.S. Hispanic TV Viewing and Preferences By Generation

  • Brian Hughes and Jake Beniflah
  • MAGNA GLOBAL; Center of Multicultural Science

Sharp differences in TV viewing and preferences occur among first, second, and third generation U.S. Hispanics. The length of time spent in the U.S. affected habits among first generation Hispanics. For example more third generation Hispanics report not watching broadcast TV at all than report watching any of the Spanish-language networks.

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Multicultural Mobile Behavior Insights: What You Need to Know

  • Christian Martinez; Fernanda Alcantara
  • Facebook

Facebook synthesized analysis from four sources to report on the use of mobile by U.S. multicultural consumers in their shopper journeys. Their research not only reinforced the importance of mobile among African-Americans, Asian-Americans, and Hispanics; it also found differences in their mobile purchase behavior, e.g., African-Americans and Hispanics inspect fewer products when purchasing on mobile vs. desktop.

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