As the US continues to become increasingly more diverse, it’s sound business practice to be informed of the range of demographic audiences in marketplaces and the best ways to engage them. According to McKinsey, inclusive brands are 35% more likely to outperform their competitors, and these efforts increase their brand resiliency while thoughtfully reaching more consumers.
In March 2023, OAAA released the OOH Advertising Study which defined OOH’s high level of effectiveness in reaching Asian, Black and Hispanic American consumers. These key demographic audiences are highly important to brands because they’re the fastest growing segments of the US population. OOH is well positioned to help advertisers reach and engage these audiences because they view OOH advertising even more favorably than the general US adult population. Additionally, Asian and Hispanic American consumers are also more likely to notice the ads than the average US adult consumer.
A recent report by UCLA Center for the Study of Latino Health and Culture notes that if the US Hispanic population were its own nation, it would produce the world’s fifth-largest GDP, surpassing the United Kingdom, France, and India. Additionally, the US Hispanic GDP experienced the second-highest growth from 2020 to 2021, behind China. Analysis from the Pew Research Center reveals 77% of Hispanics remain familiar with their cultural roots, with over half considering Latino culture central to their identity. A majority (71%) of US Hispanics speak Spanish, and 66% are bilingual and proficient in both languages, according to Claritas.
OOH also overperforms in driving multicultural consumers to retail locations and generating sales.
Back to the opening data point from McKinsey, advertisers can maximize engagement with these fastest-growing consumers audiences by using OOH ad messages that reflect the cultural identity of the target audience.
In addition to the OOH Advertising Study noted earlier, OAAA members can access the following Claritas reports on Asian, Black and Hispanic audiences that highlight population trends, geographic areas of concentration, household income and expenditure data, and consumer insights on key product categories.
- Claritas Asian American Market Report
- Claritas Black American Market Report
- Claritas Tech Behaviors of Today’s Black American Consumers
- Claritas Hispanic American Market Report
Source: OAAA, McKinsey, MediaPost, Morning Consult, The Pew Research Center
Published: December 8, 2023
Published: December 8, 2023