2022-03-25-B_Code-2021年非洲裔美国人数字广告态度调查报告（EN）_18页_5mb

BLACK ATTITUDES TOWARDS DIGITAL ADVERTISING REPORT SUMMARY

Methodology

• Conducted by B Code using data from the B Code Intelligence Center (March 17-22, 2021).
• Surveyed 568 Black respondents, representative of all main geographic areas in the US.

Executive Summary

• Black consumers favor ads that are culturally relevant and authentic.
• Personalization, support for Black culture-related causes, and real stories featuring Black individuals make ads more effective.
• Interactive video ads and targeted placements on culturally relevant websites show higher engagement potential.

Key Insights

1. Audience Demographics & Spending Power

• Black/African-American population: ~44 million individuals.
• Buying power: ~$1.4T in 2019, projected to grow to $1.8T by 2024.

2. Ad Format & Preferences

• 45% interested in interactive video ads.
• 54% likely to click on digital ads.
• Most effective ad placement: culturally relevant websites (over general ones).
• Preferred ad locations: free/ad-supported services, personalized discounts, improved experiences for consumer actions.

3. Effectiveness Factors

• Ads must be relevant to both content and surrounding material.
• Cultural relevance is crucial; ads should align with the content and website.
• 43% feel culturally relevant ads are most effective with relevant surrounding content.

4. Culture & Representation

• Consumers prefer ads showing real Black people, authentic cultural stories, and supporting important causes.
• Influencers should demonstrate pride in their culture and practical knowledge.
• Depict Black excellence beyond sports/entertainment (e.g., inventors, professionals).

5. Desired Representation in Ads

• Scenarios: Drinking at home/parties, family meals, celebrations/holidays, fast food orderings.
• Desired scenes: Normalization of loving bonds between Black fathers and children, positive depictions of Black children, cohesive Black families.

Ad Creation Best Practices

• Represent through real-life clips and issues.
• Avoid novelty of too many celebrities.
• Align brand narrative with the content.
• Feature actual Black business owners and users.
• Showcase Black inventors and excellence in diverse areas.