Media roundtable mulls strategies for Asian American advertising

Media roundtable in Los Angeles hosted by 3AF and sponsored by AARP. CONTRIBUTED

LOS ANGELES – A first of its kind media roundtable with Asian media executives recently explored “synergies, collaboration and how to showcase and promote the importance of the Asian American consumer to marketers.” The meeting hosted by the Asian American Advertising Federation (3AF) was sponsored by AARP.

The 3AF’s seeks to advance Asian American marketing and advertising for Asian American consumers through education, advocacy, promotion and increased collaboration of all industry stakeholders, including but not limited to marketers, agencies, research partners and media.

Additionally, the federation promotes high standards of conduct and ethics among members and the advertising industry. The 3AF invited leaders from more than 20 organizations to the roundtable. The meeting aimed to gain better insight into the perspectives and needs of various media organizations.

3AF President Jay Kim said, “Asian Americans are the fastest growing consumer segment, yet only a few savvy marketers are aware of the value and benefits of marketing to us. As the leading non-profit organization in the industry, the 3AF wanted to gather our agency and key media partners together and take a proactive stance. This is our community. This is our consumer. Asian media is the conduit to both.”

Media attendees included representatives from Apple Daily; Asian American Media Services; Crossings TV; The Filipino Channel/ABS-CBN; GMA; Indiacast; Inquirer.net; iTalk BB Media; The Korea Daily; KTSF; MBC; Nichi Bei Weekly; Prime Image Media Group; Saavn; Skylink TV and Viet TV. Agency attendees were from AAAZA; TDW+Co., Rezonate/interTrend and Admerasia.

The Asian American Advertising Federation (3AF) is a national trade organization comprised of Asian American advertising agencies, Asian market advertisers, Asian media companies and other industry specialists. The 3AF Asian Marketing Summit is held annually. More information about the 3AF is available at www.3af.org.