In a comprehensive study, NBCUniversal, MAGNA and the IPG Media Lab find that video ads created for the Total Market fall short among most Hispanics, but ads that leverage a language connection first, drive brand growth.
Total Market Fallacy: Using In-Culture Marketing To Drive Your Growth With Hispanics uncovers a wide disparity between the impact generated by CultureFirst™ advertising, which is customized for specific cultural groups – in this case, Hispanics – and the comparatively low effectiveness achieved by Total Market advertising, which refers to English-only, mainstream ads aimed at broad audiences.
For more on the study, check out MediaPost’s article HERE, and remember to return to the Together Site in the coming weeks for the full study.
