Measuring Multicultural Audience Engagement Conference Hosted by Hulu (In-Person Only) | 1-Day Conferences | ANA

Measuring Multicultural Audience Engagement Conference Hosted by Hulu (In-Person Only)

This event is over.

For marketers, measurement is the key to gaining insights into their business, carrying out successful ad campaigns, making business decisions, and driving growth opportunities. This in-person conference focuses on the evolution and the role of measurement in multicultural marketing. 
 
Through real-world examples and case studies, industry experts will be sharing their successful strategies, and providing some best practices demonstrating that measurement is the decision driver empowering the organization.

Agenda

TIME EVENT DETAILS LOCATION
Thursday, November 2, 2023
9:30am
- 10:15am
REGISTRATION & BREAKFAST

10:15am
- 10:30am

WELCOME REMARKS

Jeni Neiswonger
Vice President ANA
Paloma Azulay
VP, Brand Marketing Hulu
Sope Ogunyemi
Senior Team Lead, Inclusive Marketing Hulu Marketing
10:30am
- 11:00am

MEASURING THE MEDIA MATRIX: UNPACKING HISPANIC ENGAGEMENT IN TODAY’S DIVERSE LANDSCAPE

Hispanic consumers are not a monolith, and neither are their media choices or behaviors. As diversity within this key demographic continues to evolve, understanding the metrics behind their media engagement becomes imperative for marketers. In this session, Nielsen will unveil their latest report that delves into the Hispanic community's trust in media, generational divides, and cultural identities. This presentation will also feature insights illustrating the impact of culturally authentic content on platform choices. Walk away with actionable insights to build more effective, inclusive campaigns that resonate with a multicultural audience.

Stacie de Armas
Senior Vice President of Diverse Intelligence & Initiatives Nielsen
View Event Recap
11:00am
- 11:30am

THE SCIENCE TO DEVELOP CULTURALLY AUTHENTIC CAMPAIGNS THAT LIFT AD EFFECTIVENESS AND PERFORMANCE

Cultural relevance is a significant performance driver explaining 55-66% of campaigns’ retail traffic and sales lifts. The road to developing highly culturally relevant campaigns doesn’t need to be a guessing game anymore. Applying the Cultural Insight Impact Measure™ enables marketers to gauge how strongly unique cultural insights have been embedded in creative to lift ad effectiveness. Learn from Lopez Negrete’s Communications Effie and ARF Gold awards winning “Let’s Talk About Your Rest” campaign process for Mattress Firm.

Carlos Santiago
CEO, SSG; Co-Founder, ANA AIMM Co-Architect, Cultural Inclusion Accelerator
Gerry Loredo
Director, Business Analytics Lopez Negrete Communications
View Event Recap
11:30am
- 12:30pm
LUNCH

12:30pm
- 1:00pm

TARGETED AND AUTHENTIC MULTI-CULTURAL STRATEGIES FOR A DIVERSE MARKET

After relocating from St. Louis to Los Angeles in 2016, the Rams were challenged with rebuilding a fan base in a highly competitive and diverse market. In a city brimming with endless entertainment options, establishing a brand voice and values that spoke authentically to the multi-cultural populations of LA was a must. Combining targeted outreach with a consistent approach, the Rams built a successful, multi-pronged platform capable of both mass reach and personal impact.

Amber Williams
Senior Manager of Consumer Insights Los Angeles Rams
Rachel Zisman
Senior Manager of Brand Strategy Los Angeles Rams
View Event Recap
1:00pm
- 1:30pm

TAKING A PURPOSEFUL APPROACH TO MEANINGFUL ENGAGEMENT

A one-stop shop to reach multicultural audiences does not exist. Simply dialing in with one media tactic or during key cultural moments will not work. It takes consistency and truly understanding behavior along with touchpoints that will be impactful. Campaigns must be purposeful, incorporating strategic partnerships and placements that matter to the audience. it's about weaving a tapestry that resonates on multiple levels. Each component contributes to providing a robust consumer experience that builds the Brand’s connection and ultimately captures new customers.

Rosemarie Sanchez
VP, Group Media Director Walton Isaacson
View Event Recap
1:30pm
- 1:45pm
CLOSING REMARKS

Jeni Neiswonger
Vice President ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.