1.
Multicultural Creative Case Study Town Hall
May 27, 2015
#iabmulticultural
IAB Multicultural Council
1

2.
Creative Case Study Town Hall
IAB Multicultural Council presents
Moderator Jessica Ramirez, Manager of Industry Initiatives, IAB
Hosted by Multicultural Council Co-Chairs
Borja Perez, SVP Telemundo Digital Media & Social Media, NBCUniversal, Inc.
Liz Blacker, EVP, US Hispanic Strategy & Sales, iHeartMedia, Inc.
Presenters
Max Kelerstein
Digital & Social Marketing
Verizon
Juana Guichardo
Director of Sales
Briabe Mobile
Matt Levine
Director of Strategy &
Business Development
Briabe Mobile
Francesca Pujals
Consumer Insights &
Research Lead
Google
Heather Conneely
US Business Lead
Facebook
Greg Knipp
CEO
Dieste

3.
Agenda
IAB Multicultural Creative Case Study Town Hall
Topic Speaker(s)
State of Multicultural Audiences
Data & Research
Carl Kalapesi, Vice President of Industry Initiatives, IAB
Francesca Pujals – Consumer Insights & Research Lead, Google
Case Studies:
Facebook & Verizon
“Scoring Big During World Cup 2014”
Briabe Mobile
“The Home Depot: Retool your
School”
Dieste
“Nueva Latina Movement” (P&G
Orgullosa)
Heather Conneely – US Business Lead, Facebook
Max Kelerstein – Digital and Social Marketing, Verizon
Juana Guichardo – Director of Sales, Briabe Mobile
Matt Levine – Director of Strategy & Business Development, Briabe Mobile
Greg Knipp – CEO, Dieste
MIXX Awards - Value of Digital
Campaign Recognition Jessica Ramírez – Manager of Industry Initiatives, IAB
IAB Research & Upcoming Projects
Jessica Ramírez – Manager of Industry Initiatives, IAB

4.
State of Multicultural Audiences
Data and Research

5.
The U.S. Multicultural population is
large and growing…
5
Over the course of the next five decades, the country will become a much different place
*Notes: 1. Hispanic origin is considered an ethnicity, not a race. Hispanics may be of any race.
2. The sum of the five race groups adds up to more than the total population and 100%, because individuals may report more than one race.
0%
10%
20%
30%
40%
50%
60%
70%
Non-Hispanic Whites Hispanic or Latino
origin
Black or African
American
Asian American Indian &
Alaska Native
2014 2060
-17%
77%
21%
85%
21
%
Population by Race and Hispanic Origin in the U.S.*
Source: U.S. Census Bureau, 2014 National Projections sourced
from http://adage.com/article/news/multicultural-consumers-numbers/297869/

6.
Multicultural purchasing power has grown,
and is likely to keep growing…
6
Source: Selig Center for Economic Growth, US Census Bureau as cited in Nielsen’s “The Multicultural
Edge: Rising Super Consumers,” March 2015
$661 MILLION
$3.4 TRILLION
1990 2014
U.S. Multicultural Buying Power
+415%

7.
Yet, marketers are not sure what works
“While 84 percent of Marketers believe Multicultural
marketing is ‘critical to my business,’ almost 40
percent said they don’t know the financial value of
Multicultural groups to their companies.”
7 Source: 1+1=3, Dieste, 2014

8.
8
Multiculturals are heavy mobile
consumers…
But are also highly dependent on smartphones
for access to digital content
% who have a smartphone and…
Source: Combined analysis of Pew Research
Center surveys conducted December 4-7 and 18-
21, 2014. Pew Research Center.
http://www.pewinternet.org/files/2015/03/PI_Smartp
hones_0401151.pdf
Smartphone Ownership
White, non-Hispanic 61%
Black, non-Hispanic 70%
Hispanic 71%
Source: Pew Research Center American Trends Panel survey, October 3-27 2014. *”Smartphone dependent” users are those who own a smartphone but have
no broadband at home, and have limited access options beyond their cell phone.
Do not have
broadband at
home
Have few access
options other than
cell phone
Total
"Smartphone-
Dependent"*
All adults 10% 15% 7%
Male 10 12 5
Female 11 18 8
18-29 20 25 15
30-49 11 16 6
50-64 6 11 4
65+ 4 7 2
White, non-Hispanic 7 12 4
Black, non-Hispanic 21 19 12
Hispanic 17 23 13
Black (non-Hispanic) and Hispanic adults
who have no broadband at home, and
limited access options other than their cell
phone, are highly dependent on
smartphones for digital content

9.
9
And heavy social users who over-index on
most social media mobile apps
3.7 AVG MINS8.1 AVG MINS 7.0 AVG MINS 7.8 AVG MINS 6.6 AVG MINS 8.7 AVG MINS
Source: Nielsen EMM and Nielsen Homescan CPG for the period of May 1-21, 2014
*Indexed to Non Multicultural users
128 133
124
100
137
149145 142 144
129
184
152
126
146
99
60 62
133
97
108
142
107
175 178
0
20
40
60
80
100
120
140
160
180
200
Facebook Google LinkedIn Pinterest Snapchat Twitter
Mobile Application Duration Index For Heaviest Users
of Each Mobile Application
Multicultural Hispanic Black Asian
100 =
Non Multicultural
Users

10.
iab.net/mixxawards
IAB MIXX Awards

11.
OPEN FOR ENTRIES!
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2015 IAB MIXX Awards
 Eligibility: Any interactive marketing or advertising execution
that ran between April 1, 2014 – March 31, 2015. Work
created or executed in any country is eligible.
 Final Entry Deadline: Friday, June 26, 2015
 Entrants can submit into as many categories as they like, and
submit multiple entries for each category
iab.net/mixxawards

12.
Entry Categories
12
2015 IAB MIXX Awards
Strategies & Objectives
 Brand Awareness and Positioning
 Branded Content
 Product Launch
 Social
 Digital Video
 Multicultural
 Public Service/Brand Citizenship
Tools, Tactics, & Platforms
 Brand Destination Site
 Digital Audio
 Display Ad – Custom
 Interactive Out-of-Home
 Location-Based Advertising
 Games
 Mobile Brand Destination
Other categories
 Go to www.iab.net/mixxawards/entry_categories for
the full list of categories

13.
What it Takes to Win
13
2015 IAB MIXX Awards
iab.net/mixxawards
A Story of Work That Works
 Big ideas, executed brilliantly
 Campaigns that leverage the unique
capabilities of interactive to drive impact for
brands
 A brief that showcases
• What goals the work accomplished for the
brand
• The big idea and the plan to meet the goals
• Proof of success – how you know it worked
Who Should Enter?
 Creative Agencies
 Brand Marketers
 Others serving in the role of creative agency

14.
For more information
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2015 IAB MIXX Awards
gina@iab.net
iab.net/mixxawards
Gina Imperato
Executive Producer, IAB MIXX Awards
@mixxawards /IAB

15.
Upcoming IAB Meetings, Events & Trainings
 Q3 Digital Video Committee Meeting
Tuesday, June 2nd / IAB NYC
 Q3 Mobile Committee Meeting
Friday, June 12th / IAB NYC
 B2B & Native Town Hall: Pain-points and Opportunities
Monday, June 15th / IAB NYC
 Leading Edge of Mobile Creative Round Table
Thursday, June 18th / San Francisco, CA
 Digital Video: IAB Marketplace
June 8, 2015 / NYC
 IAB MIXX Conference & Awards
September 28 – 29 / NYC
www.IAB.net/events_training Questions? jessica@iab.net
 Digital Ad Operations Certification Info Session
Tuesday, June 2nd / via Webinar
 Digital Media Sales Certification Info Session
Thursday, June 11th / via Webinar
 Digital Fundamentals
Thursday, June 18th / IAB NYC
 Advanced Programmatic for Buyers & Sellers
Tuesday, June 23rd / DC
 IAB Study Session:
Digital Ad Operations
Certification
Thursday, June 25th / IAB NYC

16.
Recently Released IAB Research
 The Changing TV Experience: Attitudes and Usage Across Multiple
Screens
 2015 Consumer Insights on Original Digital Video Viewers
 2015 Digital Video Ad Spend Study
 Content Revelations: Content Marketing and Original Digital Video:
DigitasLBi NewFronts Event 4/30
 2014 Year in Review: Digital and Mobile Usage Trends
 IAB/PWC Full Year 2014 Internet Ad Revenue Report and Webinar
 Rising Stars Ad Impact and Brand Equity: AdLab Breakfast 4/24
 IAB NewFronts Insights Luncheon: AdLab Luncheon 5/6
www.IAB.net/Research Questions? Kristina@iab.net

17.
Upcoming IAB Research
Upcoming Research:
 Advanced TV Marketer Insights Study
 Programmatic Ad Revenue Study and Town Hall: June 2015
 TV to Video Share Shift Using Real Schedules
 Cross Media Ad Effectiveness Study
 Hispanic Consumers and Digital Media
 Consumer Adoption and Perceptions of the Internet of Things
www.IAB.net/Research Questions? Kristina@iab.net

18.
THANK YOU!
Moderator Jessica Ramirez, Manager of Industry Initiatives, IAB
Hosted by Multicultural Council Co-Chairs
Borja Perez, SVP Telemundo Digital Media & Social Media, NBCUniversal, Inc.
Liz Blacker, EVP, US Hispanic Strategy & Sales, iHeartMedia, Inc.
Presenters
Max Kelerstein
Digital & Social Marketing
Verizon
Juana Guichardo
Director of Sales
Briabe Mobile
Matt Levine
Director of Strategy &
Business Development
Briabe Mobile
Francesca Pujals
Consumer Insights &
Research Lead
Google
Heather Conneely
US Business Lead
Facebook
Greg Knipp
CEO
Dieste

19.
Join Us for Networking!
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After the event…
119 East 27th Street
(across the street!)