Media spending for targeting previously “blocked” demographics rising amid pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 11, 2020, 7:15 AM UTC

This blocking may have resulted due to brand safety procedures like simplistic keywords and exclusion lists.

Speaking at the (online) Brand Safety Summit, founder and CEO of Brand Advance, Chris Kenna, spoke about how the approach towards diversity is seeing a change amid the pandemic. He states that a change is being observed in the spending being done by government and brands.

Brand Advance is seeing increased advertiser spending across BAME communities, Hispanics, LatinX, African-American, LGBT and disability. Kenna states that advertisers are now, in addition to increasing spends, “making sure” that their digital campaigns reach the mentioned demographics.

These demographics, until very recently, were blocked by brand safety procedures like simplistic keywords and exclusion lists. However, brands must remain considerate towards the demographic a message reaches, and then make it contextual.

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