SYS-CON MEDIA Authors: Pat Romanski, Elizabeth White, Yeshim Deniz, Glenn Rossman, Cynthia Dunlop

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IAB Forms Multicultural Council

In order to support advertisers’ strategies to reach diverse consumer groups, the Interactive Advertising Bureau (IAB) today announced the formation of the IAB Multicultural Council. The IAB also released “U.S. Latinos Online: A Driving Force,” a comprehensive presentation that uses multiple data sources to describe the Hispanic online population, identify the trends and key dynamics in this increasingly important advertising target and provide a resource for communicating with Latino online audience segments.

The IAB Multicultural Council, which replaces the former IAB Hispanic Committee, 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, especially minorities are properly measured and accounted for in online media measurement
  • Educate marketers and agencies on how to create successful digital marketing strategies to reach multicultural markets
  • Equip multicultural publishers and agencies with the tools necessary to address the needs of marketers who want to reach multicultural markets

“The work of 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, Industry Services, IAB. “The U.S. Latinos Online presentation that we are announcing today is just one example of the important work that the Multicultural Council will engage in on behalf of the industry.”

“The Multicultural Council will provide our industry with an important forum where we can work towards critical marketplace improvements. We also want to further our efforts in educating marketers and agencies to innovate and connect with this growing audience,” said Mark Lopez, Chief Operating Officer, Terra Networks, and Co-Chair of the IAB Multicultural Council. “The U.S. Latinos Online presentation is something we plan on updating quarterly so that it can be a resource for all industry stakeholders.”

“The IAB Multicultural Council and the Hispanic Research presentation will serve as an important forum for our advertising clients and partners to learn more about achieving maximum ROI in the Spanish-language market in an increasingly digital media environment,” said Borja Perez, Vice-President, Integrated Solutions And Digital Media, Telemundo.

To review U.S. Latinos Online: A Driving Force, please go to iab.net/us_latinos
To learn more about the IAB Multicultural Council please go to http://www.iab.net/multicultural_council.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 460 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

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