• by Joe Mandese  @mp_joemandese, December 19, 2022

IPG Mediabrands' Magna unit this morning revealed findings from new research on the effectiveness of audio ads that is bound to put pressure on creative shops seeking to connect with multicultural audiences.

The study, one in a series of Magna "media trials" conducted with media suppliers, was commissioned by audio ad giant SXM Media, and found that audio spots that are created to be culturally relevant to distinct audiences outperform general-market ones, especially when targeting Asian, Black and Hispanic consumers.

IPG multicultural consultancy Identity collaborated with Magna on the aptly named "Challenging the 'One & Done' Approach," which puts the onus on creative agencies to develop unique ads relevant to each segment.

Specifically, the study found: 

• General market audio ads had lower impact on brand favorability and brand preference. 

• Cultural audio ads drive "positive emotion" and brand impact among multicultural audiences, as well as brand relevance. 

• Culture-specific audio ads connect with multicultural audiences on a deeper, cultural level.

• Multicultural audiences want to see “authentic representation” of their cultures in ads. 

• “Relatability” is a key driver for "likeability" of culture-specific audio ads: 

The findings are based on a study that recruited digital audio listeners across two advertising categories -- clothing and dining -- and collected responses from representative samples of three multicultural groups, as well as the U.S. general population.

“Diverse audiences respond to representation in advertising, and they react more favorably to ads that are ‘blanket’ multicultural and, more so, culture-specific, with these two types of ads well outscoring those created for general population on a range of indicators,” Magna Managing Director of Intelligence Solutions Kara Manatt said, noting:  “As long as the spots ring true and do not fall to stereotypes, brands that create advertising for specific, diverse communities will reap positive outcomes across favorability, preference and relevance.”