BOSTON -- (October 30, 2012) – DigilantTM, the leading consolidated media-buying platform, today announced the release of Digilant Multicultural, a marketing system designed to pinpoint specific audiences including U.S. Hispanic, African American, Asian, and LGBT. Digilant Multicultural uses semantic language, geographic information, and other proprietary attributes to match an advertiser’s preferred audience in real-time to video, display, and mobile advertising placements.
“Digilant Multicultural helps brands zero in on a very specific audience, which is arguably the most difficult point of any campaign,” said Rafael Hernandez, vice president of multicultural initiatives at Digilant. “We’ve created a system that allows brands to better reach a defined audience and better value those members to increase overall advertising efficiency.”
The multicultural markets are among the most rapidly-growing segments in the U.S. For example, according to Nielsen’s 2012 State of Hispanic Consumer report, Hispanics are the fastest-growing ethnic segment in the country and the buying power of this group is expected to hit $1.5 trillion by 2015. Marketers will need to leverage a mix of media and technology options to engage multicultural audiences reflecting differences in lifestyle, culture and language preferences.
“With the daunting number of media choices available today, marketers need to quickly and effectively reach the right audience in the right channel,” said Digilant CEO Edward Montes. “Digilant Multicultural simplifies their task by making it possible to communicate with one of the most sought-after but hard to reach audiences.”
In two recent case studies, Digilant Multicultural enabled transformative lift within key markets. First, a grocery store chain wanting to enhance value perception among Latino consumers in specific geographic areas saw an 8 percent brand lift. In the second case, Digilant was able to drive a 14 percent increase in brand lift for a major consumer packaged goods company wanting to increase purchase intent for hair care products among Latino consumers. In both cases, Digilant Multicultural enabled the clients to identify the best-performing prospects or areas and optimize targeting in real time.
Digilant is the leading consolidated media-buying platform with an innovative approach to combining semantic and behavioral targeting with custom buying algorithms making Digilant the global market leader in multicultural segment targeting. Digilant provides brand marketers and agencies the solutions to achieve their goals, including brand-building, customer engagement, product introductions, competitive differentiation, direct response and demand generation. Digilant products are available as managed services or through a self-service interface. Digilant is headquartered in the United States, with offices in Brazil, Mexico, the Netherlands, Spain and the United Kingdom. For more information, visit www.digilant.com.