AAPI Representation in Advertising

Join us on May 18, 11 am PT / 2 pm ET

Asian Americans are projected to be the nation’s largest immigrant group by 2060 — 46M or 36% of the US population. This group is highly influential with a buying power of $1.3 trillion, representing a vast market for advertisers. Content consumption plays an important role for Asian American audiences and as a group they spent 2.1 trillion minutes viewing content in 2021 (Nielsen).

About a quarter (24%) of Asian Americans live in multigenerational households. This has a ripple effect when it comes to content watched. Gen Z and Millennial Asian Americans audiences are more likely to watch certain top streaming platforms with household members who are 65+. Culturally-relevant content allows multiple generations to connect with each other.

Despite the huge opportunity that the Asian community represents, they are often overlooked by brands. How can brands better represent Asian audiences in their content and advertising? How can brands speak to the Asian consumer in a way that highlights their understanding of the needs of this audience? Find out in our webinar.

Panelists

Jannet Kim
SVP, Account Services at Zefr

Jannet Kim is the head of Account Services at Zefr, a global tech company that powers brand suitability and contextual targeting and measurement across the world’s largest platforms. Jannet is known for her expertise in developing and implementing data-driven strategies that drive business growth, while also facilitating top customer satisfaction and retention. Her leadership and passion for innovation and team management have earned her a seat on Zefr’s Executive Team as the youngest Asian-American female. Outside of media, Jannet is a house/techno aficionado and a marathon runner. Originally from LA, she now lives in NYC with her 4 year old Korean Jindo named Rufus du Paws and is thoroughly enjoying her new city life.
Jannet Kim

Philip Tseng
VP of Strategy at Spark Foundry

Philip Tseng is currently the VP of Media Strategy at Spark Foundry and an agency veteran with over 13+ years working on top brands across entertainment, gaming, and tech. Philip is passionate about crafting stories rooted in data that connects brands with their customers and equitable representation is a critical part of that narrative.
Philip Tseng

Alicia Chai
Senior Product Marketing Manager at Amazon

Alicia is a Sr. Product Marketing Manager at IMDb/Amazon. She owns the development of global marketing narratives, case studies, and works to solidify IMDb’s positioning across emerging industries. Prior to joining IMDb, Alicia was an Account Executive leading the Amazon entertainment business at Google. With 10 years of experience across various disciplines within Media & Entertainment, she is customer obsessed and passionate about driving forward innovative solutions fueled by data driven storytelling.
Alicia Chai

Moderator

Esther Maguire
Head of Product Marketing & Strategy at LG Ad Solutions

Esther Maguire is the head of Product Marketing & Strategy at LG Ad Solutions. A dynamic marketing strategist with a passion for product innovation and cultural narratives, she builds confidence across disciplines, translating needs into opportunities. Esther has overseen several M&As, corporate rebrand initiatives and conversion of top tier brands to enterprise platform clients at a global scale during her tenure. Esther received her B.S. in Marketing, Specialization in Integrated Marketing Communications from San Diego State University.
Esther Maguire