AIMM Member Forum Aug 2025-Addressing the Asian American Reach Gap and Driving ROI Through Resonant Media
Asian Americans are a $1.6 trillion consumer opportunity that is only 27% visible programmatically (ANA AIMM) which makes them a gap in broader reach efforts and therefore, brand connection. At the forefront for decades in engaging growth audiences, P&G utilized thoughtful, cross-platform, digital-first tactics and insights on the importance of ethnic identity to show up to Asian American audiences where they are. This bridged the reach gap in Q4 2023 leading to 7-figures national sales lift for the Feminine Care category (UPC-based sales lift study) in their work with Asian Media Group.
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