The final day of the NEW Diversity Forum opened with Lynn
Fantom, chairman and CEO of Interpublic Group’s ID Media (at right in photo, with NEW President & CEO Joan Toth.). Fantom shared how her
agency is using new media to connect with multicultural consumers. One opportunity: tapping into the high rate of smart phone use by
Hispanics, especially through "text-to-respond”
strategies. Mobile click-to-call technologies, that allow mobile users to click
on a phone number in an ad, for instance, is " great way to get around the
marketing budget because you don’t have to build out websites,” she noted.
Also, ooVoo and Skype video chat and video conferencing services
are accepting ads within their chat screens, allowing cpg/retail
companies to inject themselves into conversations, she said.