Hasta La Creative!

“We try to heavy up in mobile because we know the consumption is there,” said Vilma Vale-Brennan, managing partner-multicultural lead at media agency MEC North America.

Once consumers move to a mobile device, however, they’re harder to reach with targeted ads. Tracking systems — referred to loosely as “cookies” — don’t work as well, or at all, on mobile devices. “Sometimes we don’t have the tracking device we’d like to,” Ms. Vale-Brennan said.

That’s making social-media sites like Facebook and Twitter, along with music sites and certain digital-only publishers more critical buys for marketers looking to reach multicultural audiences.

Continue reading at AdAge.com