IAB Forms Multicultural Council
Replacing the former IAB Hispanic Committee, the IAB Multicultural Council will focus on key issues that impact marketing and advertising within the multicultural marketplace, including audience measurement, and ensuring that all segments of the U.S. population are accurately measured and accounted for in online media measurement.
"This council will drive a better understanding of the diverse populations and audiences that make up multicultural America, and help marketers use interactive media to reach these market segments," said Sherrill Mane, SVP of Industry Services at the IAB.
While few analysts would deny that a digital divide still exists in the United States, recent reports suggest that progress is being made to close the gap. For instance, Facebook -- once dominated by White and Asian users -- now has percentages of Black and Hispanic users that are equally proportionate to the U.S. population, according to recent research conducted by Facebook staff members, along with two graduate students from Cornell and Princeton.
Last May, comScore reported that about 21 million U.S. Hispanics were online, representing about 10.7% of all U.S. persons online. ComScore also found that the online Hispanic population in the United States was growing about three times as fast as the overall online population.
The new IAB council will also seek to educate marketers and agencies on how to create successful digital marketing strategies to reach multicultural markets, as well as equip multicultural publishers and agencies with tools to address the needs of marketers who want to reach multicultural markets.
"The Multicultural Council will provide our industry with an important forum where we can work towards critical marketplace improvements," said Mark Lopez, chief operating officer of Terra Networks, and co-chair of the IAB Multicultural Council. "We also want to further our efforts in educating marketers and agencies to innovate and connect with this growing audience."
Recent Online Media Daily Articles
-
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ... -
Google Plans To Transition Brands Into Content-Driven Advertising May 16, 4:30 p.m.
Google wants technology to "step out of the way" as developers integrate it into everyday life. ...
Be the first to comment on "IAB Forms Multicultural Council"
Leave a Comment