NEWS25 May 2010

IAB goes multicultural as new council replaces Hispanic committee

North America

US— The Internet Advertising Bureau (IAB) has established a Multicultural Council to focus on issues, including research, that affect marketing and advertising.

One area to be addressed is audience measurement and ensuring that all segments of the US population are properly measured and accounted for – the IAB no doubt hoping to avoid similar claims of underrepresentation being made against online media measurement as were made against the TV and radio ratings systems by ethnic-minority groups and broadcasters.

The council will also set out to educate marketers on how to create successful digital marketing strategies that reach multicultural markets.

Sherrill Mane (pictured), the IAB’s senior vice president of industry services, said: “The work of this council will drive a better understanding of the diverse populations and audiences that make up multicultural America and help marketers use interactive media to reach these market segments.”

The Multicultural Council replaces the IAB’s Hispanic Committee. The council published its first report today, called ‘US Latinos Online: A Driving Force’.