According to a new article out of the company, "Digilant™, 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 article continues, "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."
Image: Courtesy Digilant