Advertising to Multicultural Audiences with Digital Strategies

Creating content and marketing campaigns that are DEI-focused can help you reach out to broader audiences, build your brand’s positive image, and establish trust with these groups. In today’s digital age, taking advantage of the various platforms and strategies available can have a big impact on how successful your ad campaigns are when it comes to engaging with multicultural audiences. By understanding different digital media tactics that target diverse communities, you can create marketing campaigns that are more effective and engaging.

Reaching multicultural audiences through digital advertising is becoming increasingly important. In the modern marketing world, ignoring demographic segments can leave companies missing out on a large and potentially lucrative audience.

Companies must consider how to effectively target different cultures, understand their language and cultural nuances, and appeal to potential consumers in order to boost engagement levels. By breaking down barriers between cultures and providing tailored experiences for each user, brands are gaining a powerhouse of influence that could unlock untold opportunities across the globe.

Example audience data available through the Manicz Media advertising platform

African American Native American Asian and Pacific Islander LatinX LGBTQ
State Age 18-25 Age 25-45 Age 45-55 Age 65+ Age 18-25 Age 25-45 Age 45-55 Age 65+ Age 18-25 Age 25-45 Age 45-55 Age 65+ Age 18-25 Age 25-45 Age 45-55 Age 65+ Age 18-25 Age 25-45 Age 45-55 Age 65+
Alabama 72,241 171,067 99,976 81,791 16,425 38,475 18,287 13,492 28,856 73,632 38,403 31,661 101,588 251,621 116,713 97,243 4,207 11,878 6,314 4,357
Alaska 8,312 16,509 8,783 6,486 1,606 3,302 1,745 1,347 3,105 6,688 3,306 2,755 11,227 22,410 10,449 8,649 486 1,046 513 384
Arizona 100,688 213,615 117,611 66,089 19,824 41,222 22,768 13,094 45,139 86,852 44,609 28,608 122,467 295,102 157,758 96,240 6,670 12,321 7,209 4,328
Arkansas 53,976 131,855 49,561 36,085 9,734 22,035 9,850 7,470 22,427 48,285 22,233 15,324 60,726 152,584 64,586 50,228 2,919 6,924 3,030 2,458
California 462,990 1,344,523 501,982 424,745 108,180 252,632 111,000 78,470 215,978 544,022 223,910 160,994 676,965 1,611,768 654,823 508,258 32,483 75,646 31,090 24,561
Colorado 86,054 220,533 100,757 69,568 18,182 47,670 17,364 13,160 43,429 91,253 36,183 29,058 132,506 278,619 121,474 89,883 5,476 14,933 5,454 3,938
Connecticut 101,848 222,724 108,088 96,823 22,830 44,726 20,945 19,111 46,681 92,259 49,232 40,133 143,727 287,182 142,046 127,241 6,513 13,646 6,676 5,402
Delaware 20,667 48,836 28,746 20,602 4,524 10,723 5,151 4,047 9,414 21,732 11,580 8,307 27,834 67,302 36,047 25,879 1,296 3,091 1,709 1,293
District of Columbia 10,324 20,535 10,260 7,407 1,715 4,019 2,191 1,698 3,750 9,786 4,325 3,288 12,987 27,933 14,954 11,011 539 1,356 692 507
Florida 314,479 796,033 373,680 275,092 58,870 154,800 71,115 60,389 148,015 325,881 177,935 126,794 422,236 1,041,887 522,885 335,410 19,472 43,716 25,016 17,596
Georgia 162,640 384,104 173,752 129,551 36,380 74,005 35,670 25,422 65,260 177,535 77,622 58,429 229,944 541,903 239,773 189,758 10,701 23,526 11,118 8,331
Hawaii 17,628 43,710 23,621 15,618 3,633 7,279 4,806 2,739 7,199 15,875 8,463 5,830 21,351 53,881 29,207 17,651 1,179 2,671 1,343 833
Idaho 21,667 56,847 25,335 17,797 4,953 11,862 5,470 3,936 9,527 22,442 10,336 7,137 29,752 77,649 30,982 22,221 1,425 3,313 1,435 1,064
Illinois 248,749 636,350 300,030 202,408 45,749 116,328 63,161 46,355 97,179 237,796 126,765 99,579 315,674 787,791 437,678 270,844 14,189 39,102 18,719 14,322
Indiana 140,343 308,229 156,912 117,617 26,128 54,683 26,325 20,489 54,834 133,935 63,690 43,795 153,890 397,006 186,960 132,731 8,068 19,041 8,321 6,434
Iowa 58,316 138,599 64,165 52,233 12,749 27,020 12,611 10,212 25,534 51,962 30,842 23,536 80,019 151,890 87,160 69,405 3,519 7,395 4,316 2,965
Kansas 57,634 107,445 56,042 44,571 10,437 23,954 12,913 8,248 25,434 51,526 26,712 17,703 72,818 131,922 77,769 49,914 3,195 6,506 3,587 2,508
Kentucky 70,363 157,267 89,941 62,735 14,296 31,365 18,379 14,320 27,212 68,572 36,178 29,431 95,740 220,440 105,492 96,639 3,824 10,803 5,493 3,895
Louisiana 110,520 206,488 97,559 68,718 18,874 41,072 20,397 14,354 43,346 95,531 43,966 31,427 137,733 289,209 114,175 93,716 6,233 13,451 5,434 4,747
Maine 20,161 51,644 25,720 17,895 3,939 8,699 4,982 3,773 8,079 21,483 10,857 8,043 24,613 68,475 33,762 23,063 1,348 2,746 1,543 1,011
Maryland 130,787 294,743 178,658 114,485 28,648 57,209 35,245 23,665 59,210 115,149 76,036 49,532 169,835 370,177 215,265 148,822 8,636 16,675 11,045 7,031
Massachusetts 141,132 338,240 148,397 125,838 27,130 73,318 30,274 25,194 61,001 145,134 66,417 48,149 196,505 436,270 178,802 158,008 9,509 20,340 8,712 7,148
Michigan 218,787 462,636 259,836 197,343 42,016 93,064 52,295 41,572 91,389 191,216 108,402 92,895 251,805 658,434 390,221 287,226 11,670 27,438 18,575 13,583
Minnesota 120,154 265,523 157,515 106,823 22,391 51,645 26,775 20,111 47,512 114,556 62,306 45,395 134,825 367,718 199,504 136,948 6,816 14,717 8,520 6,648
Mississippi 50,119 106,053 52,795 39,369 8,845 21,899 10,562 7,262 20,833 50,045 24,716 15,152 65,244 133,597 79,880 47,184 2,766 6,727 3,723 2,197
Missouri 133,074 262,553 120,514 96,925 24,780 50,199 22,775 19,394 60,206 114,589 50,464 46,633 172,137 372,854 174,463 127,094 7,449 15,418 8,349 6,977
Montana 14,243 36,198 17,600 11,469 2,613 8,136 3,489 2,281 6,449 16,421 7,271 5,270 18,740 45,737 25,413 16,527 863 2,284 996 783
Nebraska 30,025 64,359 32,573 24,447 5,618 13,475 7,214 5,542 12,977 29,335 14,514 11,552 43,337 93,864 46,648 35,905 1,926 4,213 2,021 1,654
Nevada 31,958 68,454 39,202 26,646 5,578 16,258 8,127 5,791 12,202 32,154 16,223 10,223 36,623 98,205 52,832 36,311 1,757 4,484 2,354 1,583
New Hampshire 25,406 50,812 27,556 20,675 4,764 11,717 4,650 3,727 11,348 22,091 11,540 8,035 34,715 73,834 30,366 24,628 1,653 3,637 1,606 1,163
New Jersey 174,663 472,631 188,771 147,673 34,465 95,795 34,478 29,714 78,311 176,038 80,986 65,956 220,480 566,078 256,439 220,316 10,162 27,739 11,219 9,380
New Mexico 28,167 69,201 37,499 26,155 5,699 12,258 7,698 5,471 11,416 29,691 15,731 11,878 36,925 82,713 46,694 32,872 1,654 4,298 2,083 1,615
New York 374,387 857,065 410,585 344,918 72,631 192,277 78,714 65,079 160,468 400,468 183,940 135,433 471,605 1,313,108 535,942 435,147 22,477 54,655 28,189 20,149
North Carolina 160,699 404,039 173,448 140,931 33,154 73,291 36,491 27,086 64,225 159,527 77,756 56,639 206,225 533,321 237,550 166,084 9,209 21,746 11,709 7,743
North Dakota 12,705 25,925 13,462 10,197 2,390 5,289 2,966 1,982 5,712 10,993 5,719 4,027 15,294 36,597 18,731 13,664 758 1,485 778 621
Ohio 328,832 666,581 290,750 276,941 55,891 121,686 61,441 54,665 136,700 297,238 114,305 103,402 430,965 816,707 393,467 341,401 18,428 37,779 16,576 14,681
Oklahoma 63,047 156,198 72,481 60,670 11,629 33,837 13,467 10,702 24,548 67,077 29,103 22,250 79,331 208,523 93,404 79,330 3,278 10,457 4,306 3,489
Oregon 53,541 129,713 72,408 45,037 11,203 25,804 14,432 9,276 21,559 54,560 31,137 21,715 66,325 165,416 94,235 65,720 3,547 8,655 3,790 2,970
Pennsylvania 265,398 629,642 321,501 205,381 54,289 124,682 58,428 47,638 99,147 316,848 129,539 100,776 343,600 915,146 427,366 271,740 15,519 44,356 18,139 13,979
Rhode Island 26,017 51,339 22,726 21,075 4,912 11,131 4,252 3,702 9,901 21,512 9,904 8,177 34,697 63,194 32,025 27,307 1,496 3,372 1,368 1,110
South Carolina 71,590 188,463 84,277 62,906 13,777 36,793 16,897 12,448 31,201 69,585 32,794 26,043 99,010 214,968 114,234 79,737 4,345 11,510 5,597 4,158
South Dakota 12,624 29,129 15,856 10,208 2,342 6,037 3,439 2,156 5,113 13,897 7,227 4,552 15,662 39,001 21,492 13,884 786 1,729 1,003 613
Tennessee 115,573 263,134 129,310 117,023 23,315 54,041 28,235 21,710 43,883 121,811 60,598 50,698 140,928 343,549 186,376 155,638 6,331 16,331 8,024 7,284
Texas 416,651 942,436 470,102 347,708 81,621 205,537 102,787 70,308 197,829 397,784 193,307 149,323 536,159 1,203,470 571,288 454,355 27,929 55,779 30,360 22,108
Utah 43,119 108,048 49,809 39,482 9,259 20,977 8,999 7,373 20,753 46,371 20,846 16,681 62,186 122,131 56,435 44,578 2,960 5,833 2,877 2,169
Vermont 7,877 18,682 9,657 7,008 1,827 3,740 1,829 1,284 3,821 8,243 4,437 2,781 10,323 25,087 12,631 9,274 554 1,132 587 456
Virginia 121,506 344,412 184,900 134,764 27,722 69,257 33,462 27,092 57,342 165,599 69,492 63,562 168,523 512,528 229,179 172,802 8,283 23,444 10,411 8,185
Washington 97,252 225,472 109,087 84,401 19,229 46,906 21,238 16,974 34,768 95,340 44,269 33,955 114,161 300,218 152,451 111,419 6,146 14,751 5,956 5,631
West Virginia 24,035 68,961 32,756 21,850 4,807 14,024 6,936 4,449 9,592 30,006 14,404 8,832 33,493 81,981 42,729 27,913 1,394 4,101 1,779 1,434
Wisconsin 107,170 251,221 123,420 101,508 22,153 43,416 26,658 18,967 46,477 90,487 51,216 36,484 136,476 337,916 167,517 118,754 6,047 14,589 8,044 6,163
Wyoming 8,612 17,584 9,465 6,540 1,609 3,473 1,708 1,257 3,680 8,390 3,772 3,072 10,798 24,892 10,961 7,995 484 1,205 548 402
Total 5,548,750 13,146,360 6,269,437 4,790,227 1,105,335 2,613,042 1,251,091 955,998 2,379,971 5,589,202 2,665,518 2,030,904 7,230,729 17,313,808 8,279,233 6,184,567 338,574 793,990 388,256 294,041

Top website and publisher inventory available for multicultural and DEI advertising campaigns and placements.*

Top 20 African American Websites and Publsihers Top 20 LatinX Websites and Publsihers Top 20 LGBTQ+ Websites and Publishers
1. The Root (https://www.theroot.com/) 1. Remezcla (https://remezcla.com/) 1. Advocate (https://www.advocate.com/)
2. Essence (https://www.essence.com/) 2. Mitú (https://wearemitu.com/) 2. Out Magazine (https://www.out.com/)
3. Ebony (https://www.ebony.com/) 3. Refinery29 en Español (https://www.refinery29.com/es-us) 3. Pink News (https://www.pinknews.co.uk/)
4. BET (https://www.bet.com/) 4. HipLatina (https://hiplatina.com/) 4. LGBTQ Nation (https://www.lgbtqnation.com/)
5. Blavity (https://blavity.com/) 5. Vivala (https://vivala.com/) 5. Autostraddle (https://www.autostraddle.com/)
6. OkayAfrica (https://www.okayafrica.com/) 6. Latina Magazine (https://latina.com/) 6. Towleroad (https://www.towleroad.com/)
7. Black Enterprise (https://www.blackenterprise.com/) 7. La Opinión (https://laopinion.com/) 7. Queerty (https://www.queerty.com/)
8. The Grio (https://thegrio.com/) 8. El Diario NY (https://eldiariony.com/) 8. Gay Times (https://www.gaytimes.co.uk/)
9. MadameNoire (https://madamenoire.com/) 9. NBC Latino (https://www.nbcnews.com/news/latino) 9. Them (https://www.them.us/)
10. Atlanta Black Star (https://atlantablackstar.com/) 10. The Latinx Collective (http://thelatinxcollective.co/) 10. Hornet Stories https: //hornet .com/stories
11. NewsOne (https://newsone.com/) 11. Latino Rebels (https://www.latinorebels.com/) 11. Gay Star News https: //gaystarnews .com
12. AfroTech (https://afrotech.com/) 12. Being Latino (http://beinglatino.us/) 12. Windy City Times https: //windycitytimes .com
13. Black America Web (https://blackamericaweb.com/) 13. POPSUGAR Latina (https://www.popsugar.com/latina) 13. Pride Media https: //pride .com
14. Shadow and Act (https://shadowandact.com/) 14. Univision Noticias (https://noticias.univision.com/) 14. Gay City News https: //gaycitynews .com
15. Hello Beautiful (https://hellobeautiful.com/) 15. Al Día News (http://aldianews.com/) 15. Gay City News https: //outinjersey .net/
16. For Harriet (http://www.forharriet.com/) 16. HOLA! USA (https://us.hola.com) 16. Pink Pages Directory http: //pinkpagesdirectory .com.au/
17. Urban Intellectuals (http://urbanintellectuals.com) 17. People en Español (https://peopleenespanol.com) 17. LGBTQ Loyalty Holdings Inc https: //lgbtqloyalty .com/
18. The Undefeated (https://theundefeated.com) 18. Mundo Hispánico (https://mundohispanico.com) 18. Queer Voices – Huffington Post http: //huffingtonpost .co.uk/queer-voices/
19. Colorlines (http://colorlines.com) 19.Latino USA (https://latinousa .org) 19. Gays With Kids https: //gayswithkids .com/
20. Zora Magazine by Medium (https: //zora.medium .com) 20.Radio Bilingüe (https://radiobilingue.org) 20. LGBT Foundation https: //lgbt.foundation/

*This is just a sampling of the sites available through Manicz Media. A full site list can be made available post campaign, upon request.

Top digital media tactics often utilized to reach multicultural audiences and allow for enhanced targeting, and messaging customization to promote deeper engagement and ad recall.

1. Mobile Display: Display ads (AKA Banner ads) are one of the most popular and common digital media solutions. Display ads are typically custom built to speak to the target audience and when leveraging Manicz Media audience targeting these placements can be highly engaging. Additionally, you can customize the display ads based on device type, location, and language settings, maximizing your chances of reaching multicultural customers.

2. Email Advertising: When it comes to DEI advertising campaigns, email should be part of your digital strategy. Make sure you create content and visuals that are relevant to DEI audiences, such as using images of diverse people or multilingual messages.

3. ConnectedTV: Take advantage of the power of ConnectedTV (CTV) platforms to engage DEI audiences. With CTV, you can target DEI viewers based on age, gender, location, and spending habits. It’s also a great way to reach DEI viewers in rural or underserved areas since CTV is available on all devices, including Smart TVs and streaming services such as Roku and Amazon Fire TV.

4. Podcast Advertising: Podcasts are a great platform for DEI audiences because they appeal to people of all ages and backgrounds. You can use podcast ads to spread DEI messages, as well as target DEI listeners based on their interests and demographics.

5. Social Media: DEI audiences are more likely to use social media than any other online platform, making it an ideal place to reach out to multicultural customers. Take advantage of targeted ads and organic content, as well as influencer marketing strategies to engage DEI audiences.

By leveraging these digital media tactics, you can create DEI-focused campaigns that are more effective in reaching multicultural audiences. With the right strategy and creative content, you can build a strong presence and trust with DEI communities that will help your business reach its full potential.

For DEI focused initiatives, we often recommend a comprehensive digital media mix that reaches desired audiences across multiple content channels and devices including mobile, desktop, tablet, Streaming TV, and more.

Tactic Goals Achieved
Display & Retargeting Branding & Awareness, Signups/Info Requests, Web Traffic
CRM Database Targeting Reach Current or former staff and employees, Signups/Info Requests
Connected TV Branding & Awareness
Streaming Radio Branding & Awareness
Pre-roll Video Branding & Awareness, Signups/Info Requests, Web Traffic
YouTube Video Advertising Branding & Awareness, Signups/Info Requests
Geohistorical Targeting Branding & Awareness, Signups/Info Requests, Web Traffic
Email Advertising Direct Communication, Signups/Info Requests
Native Advertising Branding & Awareness, Signups/Info Requests, Web Traffic

By understanding DEI audiences’ needs and interests, you can create marketing campaigns that are much more effective in engaging DEI customers. Whether through mobile display, email advertising, CTV platforms, podcast ads, or social media, using the right digital tactics will ensure your DEI campaigns have maximum reach and impact. With DEI-focused campaigns, you can create meaningful relationships with DEI audiences that will benefit both your company and DEI communities.

Contact Manicz Media today to have one of our digital strategists reach out and discuss how our data and media platform can deliver more effective multicultural focused ad campaigns.