Adshel rolls out ethnic targeting nationally after successful trial

May 17, 2016 8:53

Adshel successfully trialled ethnic targeting with SBS

28% of Australians were born overseas with the figure rising to 40% by 2050

Adshel is rolling out ethnic targeting across its outdoor network nationally after the completion of a successful trial with SBS.

The outdoor company will let marketers tailor campaigns to suit the ethnic make-up of communities, noting that the percentage of Australian’s born overseas is continuing to grow.

Research conducted by the Outdoor Media Association said that Australia’s urban ethnic population will make up 40% of all Australians by 2050.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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3 COMMENTS

SR 17 May 16

Really? After the furore of the Optus ads in Arabic? Great initiative, but good luck!

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MK 18 May 16

Really, the mighty $ overtaking all else again. I can see why pertinent signage would be in foreign languages for tourists (eg. beach safety signs, at airports etc) but advertisers would be wise to attract the 72% rather than the 28% and risk alienating their majority customer base.

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Eric 20 May 16

Only in a country where a certain portion of the population think English is the only language to ever use in Australia. We need more of this thinking, as its this innovation thinking that will make Australia one of the greatest countries on earth

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