New canaan advertisers have been flocking to Facebook and other social networking sites to target their advertisements and generate more traffic to their websites.
The practice, dubbed “racially targeted advertising” by the advertising industry, is the latest sign of the growing awareness and tolerance in India that racism has been normalized, says Vijay Prashad, managing director of global marketing agency Canavan India.
Prashad says that over the past few years, there has been a steady increase in online ads targeting minorities and those who suffer from health issues.
This trend, he says, is expected to continue.
According to a report published in the latest issue of Advertising Age, there were more than 1.5 million racial advertisements in the US last year.
This was a 10% increase from the year before, when it stood at 1.02 million.
Canavan’s Prashade says that the average cost for a successful ad is between $200 and $300, which is lower than the average in India where advertisers pay about $1,300 for a single ad.
“In India, people have the ability to do this,” Prashadesaid.
However, the ad agency has to take care of a lot of logistics.
In India, ads are often posted via text message and photos are used to attract viewers to their pages.
Ads are also heavily promoted on social media platforms.
In some cases, these are paid ads.
But, if the ads are being run by an Indian company, Prashadsaid said that it is important that it works with the Indian brands to ensure they don’t fall victim to racist advertising.