Advertisers are learning that a 'one size fits all' marketing strategy is no longer relevant in an increasingly diverse UK.  Latest statistics show that 12% of the UK are non-white (source: Oxygen.mintel.com).  Due to increases in immigration from both EU and non-EU countries, forecasts for the 2011 census put this figure as high as 15%.

EMG consumers buy many of the same products as other consumers, but it is their brand choices that are different.  These are influenced by socio-cultural factors and by how advertisers address them.

However more than half of EMGs feel they are not represented fairly in mainstream media, but when they see an advert with someone from their own ethnic background, they take more notice of the ad (source: Starfish research).

In its’ study on advertising and ethnicity in 2003, the IPA concluded…

”To maximize your sales to this group … adopt a different approach that recognizes the needs of this culturally diverse group of consumers”

Indoor Media has developed the adMasala advertising network to comprehensively reach all of the UK’s significant EMG audiences.   With over 400 different websites, we offer a bespoke media buying solution to help you identify your ideal audience across our adMasala network. Our experienced account managers help you build a campaign to your specific business requirements, making sure your business goals are achieved.

Inventory is then purchased on a CPM basis and allocated to the sites that meet your specific criteria.  Your dedicated campaign manager will provide you with a complete list of sites being used, with screen grabs for the key sites, and then weekly campaign reports.  You can also take advantage of our Open AdStream ad serving solution by accessing your campaign yourself using a client login.  This provides you with real time campaign reporting.