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
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