SMG’s Skiko: Advertisers Want More Videos For Multi-Cultural Viewers

By on 10/07/2013 5:39 PM @robertandrews

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.

Recent Videos
image
Ooyala Taps Microsoft Azure for Cloud Solutions

LAS VEGAS – Ooyala, the digital video services company, which has been expanding its offering as a “TV Everywhere” platform for big broadcasters including Univision, has entered an agreement with Microsoft for its Azure, cloud-based platform, explains Jonathan Wilner, VP for Products, in ...

image
Microsoft Unveils Skype TX, a Studio-Grade Solution for Broadcasters

LAS VEGAS – As television, digital, radio and even live events come together, Skype has found a place in the middle of that convergence, connecting people worldwide via live television and digital, says Angie Hill, general manager of consumer marketing at Skype, in this interview with Beet.TV at the 2014 ...

image
UGC-Based Broadcast is #1 New Syndicated Show in U.S.

LAS VEGAS – The manpower and resources behind local news have shrunk but the time frames have not, leading to a lot of repetition in news programs, says Phil Alvidrez, executive in charge of production for RightThisMinute, a TV show that publishes online video content – and tells the story behind it – ...

image
Dolby Readying “Cinema-Like” Audio for Mobile Video

LAS VEGAS – With the advancement in second-screen and mobile technology as companies like Apple and Amazon rolled out mobile devices that could support high-definition video, consumer expectation for high-quality sound on their tablets and phones increased, says JC Morizur, senior director of professional ...

image
Live Video Streaming Format MPEG Dash Embraced by Akamai, Google, Adobe, Microsoft others

LAS VEGAS – MPEG Dash — the emerging live video format for cross-platform streaming, has picked up considerable traction over the twelve months with the participation of major players including Google’s YouTube, Microsoft’s Azure, Adobe Primetime and Akamai, explains Will Law, Chief ...

image
Microsoft says Streaming Olympics was Turning Point for its New Cloud Offering

LAS VEGAS —  Microsoft’s global, cloud-based platform for delivering video, called Azure, is gaining momentum and customer wins in the aftermath of its successful streaming of the Winter Olympics, says Bob DeHaven, GM of Worldwide Communications and Media, in this interview with Beet.TV The ...

image
Microsoft Announces Support for Fast-Emerging Streaming Standard MPEG-Dash

LAS VEGAS  – One of the top stories from the NAB Show was the accelerated support of streaming  video standard MPEG-Dash, perhaps  most notably with the announcement from Microsoft that it will support Dash with its media solutions. At NAB, we interviewed Iraj Sodagar, Principal Multimedia Architect ...

image
Making Content Marketing Accountable To Drive Business, MediaCom’s Sean Black Explains

Content marketing has always been a part of advertising, but the big difference is that content is finally accountable, says Sean Black, Managing Partner and Group Digital Director at MediaCom, during an interview for Beet.TV with Paul Kontonis, SVP Strategy & Sales at Collective Digital Studio. ...

image
Branded Video Must be Tailored to the “Venue,” Mindshare’s Migliozzi

Branded video performs best when it’s tailored properly to the platform, says Joe Migliozzi, Digital Lead at Mindshare NA, in an interview for Beet.TV with Paul Kontonis, SVP Strategy & Sales at Collective Digital Studio. “The consumers are defining the platforms for the brand. If ...

image
Digital Planning will Come to TV Ad Buying, but Not So Fast, Nielsen’s Amit Seth

SAN FRANCISCO – While measurement tools like Nielsen’s OCR allows TV ad buyers to identify online audiences to match TV buys, which are primarily for “make goods,” there are strong headwinds against changing the way that TV ads are sold via upfronts and other conventional means, ...

image
Old Fashioned, “Mad Men” TV Ad Trading Must Stop: Mediaocean’s Woollard

SAN FRANCISCO — Programmatic ad trading techniques could eliminate costs and cut time by bringing ad buying in to the digital 21st century, says one ad tech vendor. “The way that TV is bought has been the same way since the Mad Men days – I pick up the phone, I do a deal,” says ...

image
Ad Buyers Want Linear TV Sales To Go Programatic, Experts

SAN FRANCISCO — IPG’s insight agency Magna Global is using the current TV upfronts, the annual process by which TV networks sell advertising inventory for the year ahead, to push cable networks to adopt programmatic trading techniques. Says Magna Global USA president Kristi Argyilan: ”We ...

loader