ODK Media Calling Out the Importance of Brand Engagement with Multicultural Media & its Communities

FULLERTON, Calif. - Feb. 23, 2023 - PRLog -- ODK Media Inc, representing AAPI (Asian American Pacific Islander) serving media industry, called out the importance of brands' investment and engagement with multicultural communities and media to capture sustainable revenue growth and to form strong relations with their rapidly growing diverse customers. ODK Media's CEO was interviewed on the topic of Dollars & DEI: Multicultural Consumers' Insights on Brands' Media Buying and Marketing Practices, a recently published whitepaper focused on the perspectives of diverse/multicultural consumers. The paper is from the ad-tech holding group Direct Digital Holdings, Inc. and features research commissioned by the company, conducted by Horowitz Research.

In 2020, the U.S. Census Bureau counted 20.6 million Asian, Native Hawaiian, or Other Pacific Islanders (AAPI). This demographic makes up 6% of the U.S. overall population, and is growing fast; Pew reported that the Asian population in the U.S. jumped 81% between 2000 and 2019.

The paper highlighted that the spending power of these groups continues to grow in size as well. AAPI's economic clout "of $1.3 trillion is larger than the annual economic GDP of all but 13 countries," reported the University of Georgia in its Multicultural Economy report.

Yet, the marketing sector remains frustratingly slow to recognize this massive demographic reset, a fact that appeared consistently throughout the research.

"Brands are way behind. Most brands know this, but they haven't gotten started and don't know what's out there," commented Young Cha, CEO of ODK Media. In the interview, Cha highlighted the untapped potential of AAPI consumers and the missed opportunities for brands to serve this demographic better.

The Direct Digital Holdings research surveyed over 1,300 Black, Hispanic/Latin, AAPI, and LGBTQIA+ consumers about their attitudes and behaviors regarding marketers' investments in multicultural media properties. Findings show that the large majority of diverse consumers (about 8 in 10) feel more positively about brands that advertise in targeted diverse/multicultural media. In addition, 4 in 10 reported that they notice ads more when they appear on these targeted media channels versus mainstream media, with 73% of AAPI consumers saying that they notice ads more or equally on both.

"Once a brand like GM or Chevy comes in, they never stop", said Cha, sharing his experience that advertisers that have taken the plunge to target more Asian American audiences purposefully have benefited from this dynamic.

While ODK Media is leading the charge, providing a platform for the AAPI community to connect and engage with the world through its diverse content and experiences, it recently announced its massive launch of CTV applications including Samsung, LG, Android (Sony, TCL, Hisense), Apple TV and Fire TV, covering most of major CTV brands in North American market, as a promise to provide wider access through big screens and multiple platforms.

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