Look at nearly any media representation survey and you’ll find that Hispanic audiences—as well as African American and LGBTQ—are wildly underserved. Fuse Media, a Latino-owned global entertainment company, is one of the few specifically serving them creating and distributing FAST owned and operated channels to multicultural audiences, as well as Culture Collective, a multi-network advertising and content ecosystem for streaming.
Overseeing Business Intelligence and Insights at Fuse is Yasmin Mitchell. In this Measurement Mavens conversation, Yasmin discusses the impact that creative has in driving tangible outcomes, especially with multicultural audiences, as well as the importance of culture and nuance when connecting in a diverse ecosystem.
Watch the full interview:
This conversation has been lightly condensed and edited for clarity.
Explain what Fuse Media is and the value of Fuse. Why would you invest?
Yasmin Mitchell: We reach one of the largest subsets of multicultural audiences: Hispanic, African Americans, and LGBTQ as well. We reach over 83 million of these audiences. I think that’s an advantageous opportunity for publishers, marketers, and advertisers to really lean into. Being that we primarily focus on the CTV and FAST space—and we do have two linear networks—the money and the opportunity when you think about conversions is in that FAST space. We talked about fragmentation and we really want to upsell or reach those audiences—it’s targeting where you’re going to find them.
We think about multicultural audiences, and they do drive that influence and that culture and that nuance. When you think about the total market, they are the trendsetters. They’re the ones who are sometimes setting the tone in music and in culture and in the community, so putting your brand in those environments where it makes sense, especially in the fragmented space, you’re going to win. You do that, and you’re driving the total market entirely down the funnel.
So to not have a multicultural buy on top of a total market buy or to-market buy, despite what’s happening in the political landscape, you have to lean into that and really trust that you will see results. Partnering with iSpot and leaning into that data to tell that story, we’re just excited to really use the data to land that plane. So hopefully that will resonate when we think about success for 2026.
Tell me about the KPIs that are critical to your business.
Yasmin Mitchell: Well, the KPIs that are most important to us at Fuse Media are the KPIs that are most important to our brands, our advertisers, and our marketers. We prioritize the KPIs that are moving beyond exposure and directly into impact—think incremental reach, attention, brand lift and ultimately lower funnel conversions. Working with iSpot, our goal is to really hone in on the multicultural audiences and understand how they’re driving low funnel conversions.
Not just that, but it’s really about how multicultural audiences are driving influence through the entire funnel: top funnel, middle funnel and lower funnel, and how we’re converting Total Market. We’re excited to partner with iSpot to leverage their data to really hone in on that direct impact they’re having on business results.
How does creative play a role in Fuse Media achieving their goal of effectively reaching a multicultural audience and specifically in driving outcomes?
Yasmin Mitchell: I think it’s imperative for the marketplace to understand the impact that creative is having in driving outcomes. When advertisers use bespoke, culturally-relevant creative in those endemic environments, that’s where you make a direct connection between exposure and impact in these audiences. That also makes performance far more actionable—moving beyond proxy metrics and into business results and outcomes.
It’s especially important in these multicultural audiences where culture and nuance and context really plays a significant part in amplifying impact. Working with iSpot, really being able to leverage their data and prove that narrative through their creative analysis and data segments—as well as leveraging the multicultural audiences—will be advantageous in the marketplace to really land that plane in saying that this culture and nuance is really important in driving outcomes.
How are you and your colleagues at Fuse thinking about fragmentation?
Yasmin Mitchell: It’s definitely a challenge. Again, it’s made reaching scale through traditional media a lot more challenging for us, but it also provides an opportunity to really lean in to those who are more intentional in reaching those audiences.
Partnering with iSpot is going to be instrumental in duplicating that reach, performance, leaning into that data, and really being able to delineate between exposure and business results. For advertisers in particular, it helps them to shift the focus between chasing impressions and optimizing investment.
It’s going to be about reallocating their spend towards the outcomes that are more efficient across platforms and environments that actually make sense. At Fuse Media, having our own operated channels and reaching such a huge selection of CTV channels is instrumental. From a Culture Collective standpoint, being able to have that—that’s the nuance, that’s the sweet spot. You want that niche fragmentation in that platform environment, and we have that there, available for advertisers and publishers to be lenient on.