Sponsored Content - Spectrum Reach

Connecting to Multicultural Audiences through Culturally Relevant Creative

The growing media landscape is providing advertisers and marketers with unprecedented opportunities to reach multicultural audiences with authentic, relevant creative across multiscreen platforms. Focusing on two key priorities will help them achieve success:

First, business owners should work with advertising partners who can help them identify and reach multicultural audiences within their markets. Harnessing the power of data is key. They also should partner with an advertising solutions provider that can locate intended audiences through cutting-edge, audience-based tools and capabilities that include aggregated and de-identified first-party viewership data, as well as robust third-party data sets. Combining privacy-focused first-party viewership data with third-party data on car ownership, home ownership, income level, selfidentified ethnicity, and other demographic information creates a wealth of well-defined, relevant audience segments for brands to target authentically.

Second, once the intended audiences have been identified, business owners need to find partners who also can produce creative that will reach their desired demographics and resonate with multicultural audiences. Work with trusted professionals who thoroughly understand local markets and can source creatives and talent from the community businesses are trying to reach.

Learn more at spectrumreach.com/adportal