Advertising networks must provide more specific data to target ethnic online video use that is outpacing that of the populace at large, according to one ad group exec.
“If you’re African-American or Hispanic, you’re twice as likely to be sharing, downloading, watching video, texting,” SMG Multicultural EVP and digital innovation director Marla Skiko tells Beet.TV in this video interview. “Anything you can do on a mobile device, you’re much more likely to do if you’re a multi-cultural consumer.”
But Skiko says more could be done to target online video ads to these groups: “We need better and more data sources – ethnicity is a hard one to get good data against. We can get age and gender pretty easily from a whole host of data partners – it’s just a matter of, ‘Can we get, at scale, enough Hispanic data so we can target everywhere digitally?'”
This 2012 Nielsen report put numbers on the African-American advertising opportunity. comScore data this August showed Hispanics have a greater propensity to watch YouTube and Vevo videos but a lower propensity to watch videos from the NDN news syndication service than US online video-viewing across the board.
Skik’s SMG Multicultural is working with broadcast and online video owners to identify content against which to advertise. But, just as many of her peers say about the sector generally, Skiko says there is not enough demographic-specific video content to satisfy brands’ demands to advertise on.
Watch the full video for more of Skiko’s insights.
We spoke her at the OMMA digital summit during Advertising Week.