People from different cultures experience the world in different ways, including the way they experience your ads. If you want to tailor your ads to a specific demographic, you must consider cultural nuances during the process. In this week’s roundup, we dive into diversity reach and how radio plays an integral part.

Nielsen: Black Audiences Are Engaging With Audio More Than Ever. - Inside Radio

Following years of under-investment, marketers like General Motors, Target, Coca-Cola, and Verizon are shifting more ad dollars to Black-owned and Black-targeted media. Recent data validate these decisions, as the U.S. Black population represents nearly $1.6 trillion of buying power and spends more time with media than any other group.  This is especially true with radio.

Not only does radio reach 91% of the Black population each week, but Black listeners also spend more time with radio than any other group—20 minutes longer than the average of the total population, according to Nielsen.

Black-owned radio stations play a key role in that engagement, delivering more than 6.4 million African American listeners every week. <<<Read More>>>

5 Ways Podcasts Are Redefining Black Representation – Adweek

Black Americans continue to feel underrepresented in mainstream media. Studies show they’re still not seeing their stories on-screen and are still affected by the negative stereotypes that have permeated the space over the years.

Black creators are making meaningful content that’s winning over their audiences, and the ads they create are just as impactful. Black podcasters are careful about what brands they bring into their safe spaces and only allow those they genuinely care about and consume.

Their tactful approach helps them build trust with their listeners, as they receive the ads they hear more favorably than in other spaces. In the Black Podcast Report, 84% of Black podcast listeners said they would consider a brand if they listened to its ad on a Black-hosted podcast, and four in five would trust, purchase and recommend the brand to others. <<<Read More>>>

Diversity Reach Using an Integrated Marketing Approach – Bonneville Bay Area

Today, many marketers fall into the trap of developing ad creative that has deep roots in their own life experiences, culture, or ethnicity. While the marketer’s preferences and sensibilities may be useful in attracting and engaging with consumers from a similar background, “cookie-cutter” ad creative will likely hold far less appeal for targeted niche demographics.

For a business to truly expand its market share sustainably, it must adjust its brand voice, tone, and messaging to resonate with consumers from highly diverse backgrounds and bring their own set of values, verbiage, preferences, and sensibilities. In short, companies must take diversity reach into account when developing their marketing plan. <<<Get Your Free Copy>>>

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We cover the latest marketing tips, best practices, and insights that you can apply to your Bay Area business. Check out some of our recent posts:

The Importance of Diversity Reach in the Bay Area

The Secrets Behind Using Local Influencers to Spread Your Message

How Do You Reach the Multicultural Community Through Advertising? 

5 Questions to Ask Your Media Partner for Multicultural Advertising