While we are in the Asian American niche, at our heart, we are an advertising company, or more specifically in industry terms, a digital media vendor. Keep in mind that we are not an agency, which generally deal with aspects like agency retainer fees, creative and strategy, and omnichannel reach.
Thus, you must be familiar with the aspects of our industry that affect digital media campaigns, how campaigns are implemented and executed, and what all of the industry standards and best practices are, across the board (Not just when it comes to Asian, or multicultural, or diverse reach).
This is perhaps just as important as understanding the Asian market, because our inherent value lies in driving digital ad results for brands, regardless of the culture of the audience we are reaching.
Start by watching What is Display Advertising, and The Ins and Outs of Display Advertising, to get familiar with what display ads are, and the purpose they serve.
Did you notice the focus on "audiences"? This will be emphasized throughout everything we do.
Now, watch this short video on What a Preroll Ad Is.
In what way do preroll ads differ from display ads? What do they have in common? What devices can you watch each on? Why might a brand prefer to use one or the other, or both? What is the consumer experience of each like? You don't have to write these answers down, but think on them for now. They are at the heart of each and every digital media plan, and the answers will vary depending on not only the brand itself, but the specific "initiative" or "objective" or a particular campaign for a brand.