Need a plan to reach a multicultural audience to build brand awareness and genuine relationships with your customers? Our Multicultural Premium Network (MPN) service helps your businesses to accurately target the multicultural audience with appropriate contents at the right time in the right place. To help you learn more about how to launch effective marketing campaigns with MPN, this article will introduce the multicultural population demographic in Australia, the MPN platform and its capabilities in multicultural marketing.
Demographic of the Multicultural Population in Australia
Australia is now home to 25.6 million residents. Three in ten Australians (33%) were born overseas. According to the Australian Bureau of Statistics, more than one-fifth (21%) Australians spoke a language other than English at home. After English, the following most common languages spoken at home were Mandarin, Arabic, Cantonese, and Vietnamese. Hence, creating multicultural campaigns are crucial to reach these non-English speaking communities.
Moreover, over the next two years, international visitor arrivals to Australia are expected to increase 9.7%, from 9.4 million in 2018–19 to 9.8 million in 2019–20 and 10.3 million in 2020–21. (Tourism Research Australia, 2019). Asian markets will tend to outperform other overseas markets over the forecast period on the back of increased prosperity and consumerism, with the China market continues to be Australia’s largest inbound source market, Asian markets are expected to experience the most significant growth over the next few years include:
India: Up 20.9%, from 0.37 million visitors in 2018–19 to 0.45 million in 2020–21
Indonesia: Up 13.5%, from 0.22 million visitors in 2018–19 to 0.25 million in 2020–21
Malaysia: Up 11.1%, from 0.40 million visitors in 2018–19 to 0.44 million in 2020–21
Japan: Up 8.3%, from 0.48 million visitors in 2018–19 to 0.52 million in 2020–21
Singapore: Up 6.4%, from 0.45 million visitors in 2018–19 to 0.48 million in 2020–21
Therefore, the above information further highlights the need of cultural specific marketing campaigns which target these new audiences from Australia inbound visits.
What is Multicultural Premium Network (MPN)
Multicultural Premium Network (MPN) allows businesses to reach multicultural audiences in Australia through well known and frequently visited websites and apps from their home countries.
MPN Capabilities
MPN offers a wide range of services such as priority access to quality advertising publishers, campaign tracking accurate customers targeting and retargeting, as well as customized multicultural contents.
Private Marketplace
MPN displays your marketing advertisements on digital websites from multicultural audiences’ home country, which are their main source for news in Australia, information and entertainment, so these websites are ensured to be used by your target audience on a daily basis
Priority Access to Our Quality Publishers
The MPN services are focused on quality inventories, so our team have put together customised, brand safe whitelist for each target audience group
Bought on CPM
Our team can put together a cost efficient MPN campaign against your desired groups of audience regardless the amount budget
Campaign Tracking
Daily optimisation is implemented for the optimal campaign results and a report is provided to the clients on a weekly basis.
How MPN accurately target the audience
The benefits of MPN include accurate targeting, reaching the right customer at the right time in the right place with a relevant message. Here are the strategic mechanisms of MPN:
Custom Affinity
This feature targets the product competitors, product related websites and keywords of the product name to reach more relevant users. It also targets the sites which have the pages and sub categories related to the customers’ desired products
Keywords Targeting
This feature filters the keywords related to home country politics, News, Sports, Movies etc. these keywords are updated on a daily basis
Geo-mobile
This feature targets the audience in a specific location to a postcode level
Audience Targeting
This feature targets users based on gender, age and socio-demographic
Re-targeting & Recency targeting
This feature targets consumers who have clicked on the advertisement, then automatically re-targets the customers after 1 day, 1 week or 1 month after clicking through to your landing page
Examples of MPN formats on different platforms
Businesses could request different MPN formats of advertisements to be displayed on desktop websites, mobile apps and video platforms.
Desktop Websites Format
Mobile Apps Format
Video Platforms Format
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