Tag Archive for: women

From the Experts: Bridging the Gap between Asian American Consumers and Representation in Media

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With Asian American buying power projected to reach $1.6 trillion by 2024, it is evident that this consumer group wields substantial economic influence and presents a tremendous market opportunity. (Asian American Retail Report) Moreover, the projected growth of the U.S. Asian population, estimated to reach 46 million by 2060, reinforces the long-term significance of engaging with this demographic. (Pew Research)

According to MyCode, 26% of Asian American and Pacific Islander (AAPI) adults express a strong affinity for culturally relevant creatives, especially those that reflect their own race/ethnicity. This highlights the significance of incorporating authentic cultural elements in advertisements to resonate with AAPI consumers.

In celebration of AAPI Heritage Month, we held a webinar showcasing notable industry leaders – Philip Tseng, VP of Strategy at Spark Foundry; Alicia Chai, Senior Product Marketing Manager at Amazon, Jannet Kim, SVP, Account Services at Zefr and LG Ad Solutions’ Head of Product Marketing & Strategy, Esther Maguire.

In case you missed the webinar, watch it on-demand by signing up below or check out the top three takeaways here:

  1. One size doesn’t fit all: The AAPI community encompasses diverse subcultures, experiences and traditions, emphasizing the fact that it is not monolithic, but rather a tapestry of unique identities. Acculturation levels, too, influenced by generational heritage and family background, significantly vary within this community. For brands, comprehending these levels of acculturation is crucial for predicting consumer behavior. The AAPI community is incredibly nuanced, so brands must approach their activations, targeting, and messaging with intentionality. On the other hand, it is also important to acknowledge that there are certain common threads, such as immigration stories and language/code-switching, that unify all AAPI groups. There is a fine line for brands to walk between the uniqueness of each person’s experience and the shared experiences of the community as a whole. LG Ads Quote Philip Tseng
  2. Breaking barriers and going beyond ethnicity: It is important to note that Asian culture has gained popularity beyond Asian American audiences. Content tailored to this community, such as K-Pop, K-Dramas, and Asian cuisine-related content, is appreciated by people from various ethnic and racial backgrounds. With the world becoming more interconnected and technology enabling better access to diverse cultures, ethnic targeting alone is not the sole determining factor. By neglecting to advertise to non-Asian communities who are interested in Asian culture and content, there is a missed opportunity to engage a significant portion of an invested audience. Ultimately, if we target based on interest vs. identity, not only is an advertiser spreading awareness of AAPI cultural experiences beyond AAPI groups and helping educate via inclusive targeting, but they are contributing to the idea that we live in a cultural melting pot.LG Ads Quote Jannet Kim
  3. Say no to tokenism: It is crucial to distinguish between genuinely incorporating Asian representation as a fundamental element in storytelling and the superficial inclusion of Asian Americans solely to appear diverse and inclusive. Modern viewers are discerning and will readily call out brands for inauthentic attempts to gain favor. While understanding the Asian American audience is vital for creating targeted content and advertising, not every product necessitates an Asian influence. Placing excessive emphasis on cultural nuances can seem insincere and result in negative consequences. Although achieving the right balance can be challenging, brands should not let the pressure of getting it right hinder their efforts toward broader inclusivity.

LG Ads Quote Alicia ChaiMulti-generational households play a significant role in Asian life, influencing their viewership behavior. Traditionally, older generations turned to cable TV to watch their favorite Asian language shows. However, the rise of Asian-language and Asian-centered streaming content has prompted even older generations to become more tech-savvy, eager to access content that resonates with them.

By demonstrating an understanding of the unique experiences and values of the AAPI community, advertisers can create more compelling and impactful campaigns. Leveraging culturally relevant creatives not only fosters a sense of connection and relatability but also acknowledges and celebrates the diversity within the AAPI community. In this way, brands can forge stronger bonds with AAPI consumers and drive meaningful engagement with their advertising efforts.

If you’re interested in discovering more about authentically representing and engaging with the Asian American audience, feel free to reach out to us at info@lgads.tv or visit our contact page.

 


From the Experts: Why Investing in Women Audiences is Good for Business

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Globally, women control $31.5 trillion in consumer spending, of which $10 trillion in the U.S. alone. Additionally, women worldwide drive nearly 90% of consumer goods purchases due to their high purchasing power and authority over buying decisions (IRI, SeeHer, GEM Lift Study 2021).  When a brand does create campaigns specific to women, there is sometimes a lack of a nuanced understanding of her needs. This can lead to tokenism and unrealistic depictions of women, which alienates not just female, but also male audiences from the brand.

This disparity hits deeper for multicultural audiences. AARP, in a recent survey, found that only 34% of respondents believed that black women are portrayed positively by the ad industry. These numbers fell even lower for Latina women (27%) and Asian women (25%). Older women also felt similarly, with 20% only agreeing that older women are positively portrayed in ads.

Last month, we celebrated Women’s History Month with a brilliant panel of female powerhouses, Shari Hawkins, Associate Director, Digital Investment – Adidas at EssenceMediacom; Christine Guilfoyle, President at SeeHer; Louisa Kinoshi, Director of Growth Product Marketing at Bumble; Tiana Conley, Vice President of Global Portfolio Strategy at Mars; and LG Ad Solutions’ Head of Strategic Sales, Katie Barrett. The webinar discussed the importance of speaking to women directly, both from a representation and business perspective and the difference in expectations between different consumer generations. The panel also looked back on the work done to open doors for female professionals while contemplating what is yet to be accomplished.

In case you missed it, here are the top headlines from the webinar:

1.The FOMO is real: The female consumer demonstrates a massive opportunity for brands. The mantra necessary for brands to create impactful, influential campaigns targeted towards women? If you can see her, then you can be her. If a woman truly sees herself in the content or advertising, it will resonate with her and garner her loyalty. Therefore, accurate representation is a prime factor in cementing a strong relationship between brand and consumer. To get there, the first step is to understand that all women are not the same. Brands that talk to the female audience directly and allow her to see herself – whether in terms of age, body type, ability, life stage, or sexual orientation – are likely to deliver a positive impact. With this kind of clear consumer understanding and authentic portrayal of real women, the $$ are sure to follow.

LG Ads Quote Christine Guilfoyle

2.Generations are the titans of culture: Gen Z demands that any brand, as an inherent baseline, be inclusive and genuine. They want to know what a brand stands for and will do the research to ensure that a brand, through its actions, makes good on what it says. They can see through brands that capitalize on special days or months without a year-round commitment to make a difference or deliberate attempt to connect with a diverse group. This small but mighty digital native generation is not afraid to share their feedback with brands, not just in words, but also in the zipping up of their wallets. As this group ages, their purchasing power will only increase. It is critical to listen to them and build marketing strategies that ‘pass the vibe check.’                                                                                                                                                                                                                                         LG Ads Quote Tiana Conley

3. Do what you say, say what you do: For brands that believe they are strong proponents of diversity and inclusion, simply showcasing minority women in the creative does not cut it. It is equally, if not more valuable, to have women from different backgrounds and ethnicities behind the scenes – having intimate discussions to truly understand and then take a call on who is depicted on screen and in what manner. Having a monochromatic set of people drive decisions leads to a lack of authenticity and inherent tokenism. It is imperative to ask the hard questions, dig deep, sharpen your pencil on nuances and uncover insights. Just as important is ensuring diverse creators and marketers feel safe to voice their opinion within an organization.                                                                                                                                                                                                                                                                                     LG Ads Quote Shari Hawkins

4. Celebrate the wins but look to the future: We are seeing more women at the top – as executives, founders, and leaders – balancing both career and family with equal parts perseverance and success. While this is definitely reason to celebrate, it is essential to hone in on spaces where the playing field is not level and, in fact, the odds are stacked against women. For example, in the media: according to the ANA, in 2021, 25% of all ads featured men only, while just 5% featured women only. Last year, men were portrayed in professional roles 73% more often, and in leadership roles 30% more often than women as compared to the previous year. Women were seen 46% more often in domestic roles, furthering gender stereotypes (CreativeX). This media depiction reflects on how people perceive women and can undo the hard work done by women to prove that they are highly intelligent and capable.                                                                                                                                                                                                                                                                                    LG Ads Quote louisa kinoshi

Women are more than one thing at the same time. They are moms, daughters, professionals, breadwinners, and more. Media companies and brands can lean in further, push boundaries, and utilize tools in front of and behind the camera to represent the woman consumer as the intersectional, multilayered person she is. The world is often reflected in media, but media can also directly impact how the world works. This means that media and brands shoulder a significant responsibility in illustrating women both as they are and how they want to be perceived.

To learn more about how to authentically represent and consciously engage with the female audience, email us at info@lgads.tv or our contact page.

Examples of brilliant campaigns worked on by our amazing panelists:

Watch the full webinar on-demand:

From the Experts: Cultivating Deeper Brand Relationships with Black Consumers for Mutual Success

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The Black population in the US is at 47M and growing, with a buying power estimated to surpass $1.98 trillion by 2025. Marketers have immense opportunity to connect with the Black American consumer. Accurate representation of diverse Black backgrounds creates a symbiotic relationship between advertiser and consumer – providing the advertiser with a loyal customer base and the consumer with a brand that genuinely cares.

Over the past few years, there have been a lot of promises but little actual change. Inaccurate representation leads to a lack of resonance and overall disconnection from the brand. Over half (51%) of Black viewers feel that there is insufficient TV content (shows, news, etc.) that features people from their identity group. Eight out of ten seek out diverse-owned media to fulfill their needs for authentic Black stories.

We celebrated Black History Month with a webinar featuring industry experts, including Jessica Garrett Modkins, President at Hip Rock Star Advertising; Danielle Hester, Director of Marketing at B Code (an entity of My Code); Amanda Rhodes, Content Curator at Tubi; and LG Ad Solutions’ Head of Sales Marketing, Monica Longoria. The webinar focused on connecting with Black Americans through media and emphasized why Black voices and Black $$ matter.

Here are three top takeaways from the panel:

1. Consumers are more keyed-in than ever before: Today’s customers, especially Gen Z audiences, are not satisfied with bare-minimum tactics, including arbitrarily placing Black actors in commercials and ticking an inclusivity checkbox. They care about the nuanced differences between Black people as a result of their culture, age, upbringing, sexual orientation, and more. This true on-screen representation can only come to life if those behind the scenes, telling the story, belong to that culture and have lived those experiences. Hiring diverse talent and creating room for people from varying backgrounds to be heard will go a long way with consumers looking for a brand that is not just a product but also an entity that stands for Black representation.LG Ads Quote Danielle Hester

2. Talk to me vs. Talk at me: Having creative and messaging targeted towards the general market and expecting to capture Black American attention can come across as thoughtless. If viewers don’t see themselves in the imagery, they often believe the brand or product isn’t for them and immediately lose interest. When a brand targets specific groups, people belonging to that group start listening. Additionally, presenting a brand in places where the target customer is active, but not showing up for them in a genuine fashion will further alienate Black consumers. Reusing existing content to make it inclusive often takes away from the authentic experience of being Black.LG Ads Quote A Rhodes

3. Data, data, data: You can never have too much information (privacy-compliant, of course!) on your target audience. With access to both local and worldwide data, it is possible to slice and dice numbers to size up target audiences. Once a brand can place its finger on the pulse of the consumer, it can create collateral that will touch their hearts and minds (while bringing in a higher share of wallet!) If a brand requires sources of information outside of traditional datasets, a partnership with the right agency can help them understand and build a deeper connection with Black audiences. Additionally, talking to the customer is critical. Continuing communication helps identify pain points, trends, and needs – key puzzle pieces while marketing to Black American audiences.LG Ads Quote Jessica Modkins

From purely a business standpoint, Black dollars make up a large share of the market and represent a huge opportunity for advertisers. Brands stand to benefit big from inclusivity and authentic representation.  However, an understanding of the line separating representation from tokenism is key to developing a brand that fully embraces diversity. Companies that value diversity – not just in their external marketing material but also inwardly in the hiring choices they make – are bound to see success.

Email us at info@lgads.tv or our contact page to learn how we can help to reach Black audiences meaningfully.

To learn more, watch our full webinar on-demand, or contact us at info@lgads.tv.

From The Experts: Tap Into the Hispanic Audience Segment with These Three Strategies 

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The Hispanic population in the US comprises more than 62M Hispanic people, making up over 19% of the total population (Pew Research, 2020). This group is growing rapidly, with Hispanic Americans contributing to about half of the US population growth from 2010 to 2020. The buying power of this demographic group rose by 87% from 2010 to 2020 and is expected to amount to 12% of all US purchasing power by 2025 (eMarketer, 2021). However, when it comes to advertising, brands are slow to adopt marketing strategies specifically catered toward Hispanic audiences.

While content accurately portraying Hispanics has increased over the past few years, there is room for brands to better engage with Hispanic audiences and make them feel seen, heard, and valued.

During Hispanic Heritage Month, we held a webinar focused on how brands can speak to Hispanic audiences in a way that recognizes the different needs of this segment. Our panel included industry leaders, Jennifer Rivera-Vega, Head of Multicultural Advertising (US) at TikTok; René Santaella, Chief Digital & Streaming Officer at Estrella Media, Inc.; Marco Lopez, Founder & Sr. Brand/DEI Strategist at onxite and LG Ads Solutions’ Sales Director, Abril Jiménez.

If you’re looking to get a share of Hispanic dollars and create a symbiotic relationship between your brand and Hispanic audiences, the first step is to get into the mind of the consumer. Here are three points to note while creating content and advertising for this segment:

  1. Being Intentional about Language: Many US Hispanics see themselves as 100% Hispanic and 100% American, which must be accounted for in content and advertising. Viewers who see themselves represented in the creative are more likely to resonate with the brand. Additionally, language is an important consideration when marketing to Hispanic consumers. Today, with more and more US-born Hispanics (find number) entering the fray, specifically belonging to Gen Z, a mixture of Spanish and English (or Spanglish), has become more common. This viewer might speak limited Spanish but is still very much rooted in Hispanic traditions and culture. Brands that see this audience and make an effort to reflect them in their messaging are bound to see more success.LG Ads Quote x Jen
  2. Follow the Audience’s Lead: With advancements in technology such as Automatic Content Recognition (ACR), it is easier to follow the consumer journey across media. The modern Hispanic viewer seeks out both Spanish-language and English-language content at different times, so brands must plan to speak to this group in both places. This segment often faces ‘retroculturation’ or the desire to go above and beyond to connect with their heritage. For these audiences, brands can be that bridge between the modern and traditional by incorporating Spanish into their ads regardless of the language of the content. LG Ads Quote x Rene
  3. Focused Advertising using Domain Experts: Content created for the general market is not enough to connect with the culturally-driven, multi-dimensional Hispanic consumer. This group has to be considered independently, honing in on the nuances of this segment in terms of their country of origin, family structure, language preference, and more. The two ways to authentically engage Hispanic audiences are 1) by hiring diverse Hispanic talent who understand the needs of the target audience or 2) by relying on media partners that are experts in multicultural marketing. This is important not just from an inclusion perspective but also from a purely business standpoint. Brands are losing out on a large chunk of dollars by not keeping the Hispanic consumer in mind while designing campaigns.
    LG Ads Quote x marcoAs reiterated by our panelists, the most significant way to make a difference is by building up the Hispanic community and providing them with the tools necessary to enter roles where they can actively contribute. There is a need to create systems and processes that adequately train diverse talent and give them opportunities to succeed. Instead of hiring people who look just like themselves, managers should hire people from varied backgrounds to bring that viewpoint and experience to the table, which they themselves cannot.Until brands reach a point where they are equipped with well-rounded, diverse teams internally, they can look to outside agencies that specialize in multicultural approaches to content and advertising. This will help create a ladder between brand and consumer and ensure Hispanic audiences see themselves authentically represented in marketing materials.

    To learn more, fill up the form and watch our full webinar on-demand, or contact us at info@lgads.tv.

From The Experts: Three Key Strategies for Engaging with Diverse Mom Audiences through Media

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Mothers control over 85% of household buying decisions, amounting to $2.4 trillion in purchasing power. However, three out of four moms in the US say companies have no idea what it’s like being a mom. (Source: Forbes) In fact, nearly half believe that mom-related marketing presents unrealistic ideals.

We held a webinar last month focused on how brands can connect with diverse mom audiences using media and turn them into loyal customers. Our incredible panel included Priyanka Sanyal, North America Strategy & Innovation Manager at Kimberly-Clark; Brechelle Corn, Strategist at The Mom Complex; Britany Reckitt, Vice President, Director — Inclusive Marketing Lead at Starcom, and LG Ad Solutions’ Sales Director, Jen Mutchnik.

Below are the top webinar takeaways and key strategies that brands should refer to while creating content or advertising catered toward diverse moms:

  1. De-center Personal Beliefs, Reset Defaults and Reimagine Possibilities: The first step is to stop thinking of mothers as one-dimensional personalities but as whole human beings with various intersecting identities. Understanding a mother’s lived experience is crucial to getting campaigns and content right. Going hand-in-hand with this is representing real moms as they are, not idealized versions of what they strive to be. Depicting a perfect mom who has it all together creates a dissonance for the mom viewer as she can’t relate with the character and feels a sense of guilt for being unable to live up to these (unattainable) standards. Instead, showcasing how a brand can make a mom’s life easier depicts an understanding of her circumstances, compared to just talking about the features of the product/service.LG Ads Quote Britany Rickett
  2. Gen Z Does Away with Norms: Gone are the days of predominantly Caucasian, heteronormative dual-parent households being the norm. As times change and society evolves into a melting pot of various beliefs, cultures and genders, marketers need to reform their vision and represent modern families as they actually are. Regardless of family structure or background, all moms deserve to be reflected authentically and spoken to in a manner that does not make them feel less than or irrelevant. Gen Z, as a generation, is likely to give rise to many single moms, with dual parenting becoming less of a standard. This change in society is, in fact, already happening. According to Pew Research, the number of moms parenting solo is up 4.5%, giving the US the largest share of single-parent households of any country in the world.LG Ads Quote Priyanka Sanyal
  3. Culturally Centered Children: For moms from diverse backgrounds, it is crucial that their children, too, understand and connect with their cultural heritage. Awareness and appreciation of tradition helps children develop a sense of belonging and take pride in their identity. Content and advertising that represents cultures accurately and educates children about their histories (festivals, practices and cultural norms) are likely to be preferred by a diverse mom. If the choice is between a brand that understands a mom’s needs in the context of her culture and a brand that is just pushing product, she will definitely choose the brand that reflects an understanding of her culture.LG Ads Quote Bre Corn

One underlying truth for every mom is that she wants what’s best for her child. However, only if she sees herself or her children reflected in a piece of content or commercial will she believe that the product/service or scenario applies to her. This true resonance is only created when brands do the research and deep dive into the nuances of this audience segment.

The best way for a brand to understand the mom consumer is by hiring mothers on their team. This way, marketers can access an authentic voice and a mother’s real-life experience to help make decisions around mom-catered content. However, simply hiring diverse talent to occupy a seat at the table is not enough. The key lies in ensuring that diverse groups feel comfortable putting forth their point of view and contributing to the conversation meaningfully. Investing in diversity by helping voices from varied backgrounds be heard is crucial to bridging the gap between who moms really are and how the media represents them.

To learn more about reaching this audience, contact us at info@lgads.tv or our contact page.

Watch the full webinar on-demand:


LG Smart TVs Get Global ACR Upgrade, Replacing Legacy Samba TV Technology

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As of September, LG Ad Solutions is the exclusive provider of all LG CTV inventory and data on a worldwide basis. Our proprietary automatic content recognition (ACR) technology for precise targeting, media activation and measurement is being deployed across LG TVs globally. This will allow brands to understand TV audience viewership in their country and to optimize reach, frequency, and ad effectiveness across linear and streaming television.

This rollout will replace legacy technology from Samba TV, who until September 1, 2022 had rights to audience data from LG TVs outside the US. With LG’s own CTV advertising business growing rapidly (through LG Ad Solutions), our ACR solution is being rolled out across millions of smart TVs in 27 countries, including:

  • Americas: Argentina, Brazil, Canada, and Mexico (in addition to the existing US availability).
  • Europe: Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, The Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland, and The United Kingdom.
  • Africa: South Africa.
  • Asia-Pacific: Australia, India, Indonesia, Japan, Singapore, and Thailand.

“This ACR rollout marks the next major phase of our global CTV advertising business with LG Ad Solutions. It is a highly significant moment for brands across four continents, who increasingly need to reach cord-cutters and light-TV viewers who have migrated to OTT services, and to understand incremental reach over traditional linear TV services. Now with LG Ad Solutions, brands globally can plan, activate, and measure CTV advertising using the industry’s best ACR data set to help guarantee campaign success.” – Raghu Kodige, CEO

The ACR data collection process was designed from the ground up with global and regional compliance with consumer data privacy regulations in mind. The resulting data helps brands understand, in an anonymized fashion, which TV ads have aired, or not aired, and how many times, in any given household. For brands, this means it can increase frequency levels for underexposed households, cap frequency for overexposed households, conquest households that are exposed to competitor’s ads, and more. Additionally, it informs brands and agencies which households they are missing completely due to cord-cutting.

For more information, have a look at this article by Fierce Video or reach out to info@lgads.tv.

 

From The Experts: 3 Tips To Authentically Portray Diverse Audiences In Media & Entertainment

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Media is a source of entertainment, learning and reflection. Characters or stories act as mirrors, reflecting real-world viewers’ lives — successes, failures, joys and grievances. As the creators and proliferators of content, the media and entertainment industry is in the unique position of spearheading the movement toward inclusivity and putting forth the message of diversity, equity and inclusion (DE&I).

Last month, we held a webinar, ‘Reaching & Connecting with Diverse Audiences through Media & Entertainment.’ We gained insight into how to better connect with diverse audiences through TV content and advertising from our incredible panel of leaders — Danisha Lomax, SVP, Head of Media (West) & National Paid Social Lead at Digitas North America; Gale McFarlane, Global Partner Marketing Manager at Spotify; LaShawn McGhee, Co-Founder and Chief Product Officer at Revry, Inc., and LG Ad Solutions’ Abril Jiménez.

In case you missed our webinar, here are a few important themes that came up that can help your brand create more inclusive content:

  1. Shake Off The Fear: Brands are often eager to venture into creating content that celebrates diversity, but are afraid they might get it wrong. They worry that their good intentions will turn into a PR nightmare if their execution is not on point. As such, they steer clear of highlighting diverse storylines. The only way to prevent missteps is to consult with people from diverse backgrounds, be it race, ethnicity, lifestyle, ability status, gender, or sexual orientation, and lean on their expertise. Companies are leaving billions of dollars on the table by not engaging with these diverse audiences.LG Ads Quote x Danisha Lomax
  2. Creating A Pathway For Diverse Businesses: Revry, an LGBTQ+ audience-focused streaming platform, available on LG TVs, is a platform focused solely on creating content that resonates with underrepresented groups. Partnering with niche, specialized organizations with expertise in connecting with a diverse segment can go a long way in establishing a brand’s connection with that community. However, for marketers to work with these brands, they must first be aware of them. There are several monetary barriers which prevent smaller, diverse media companies from promoting themselves. This situation must be improved or we run into the threat of squashing out diverse voices.LG Ads Quote x LaShawn McGhee
  3. Gen Z Prioritizes Inclusion: Gen Z as a whole is more broad-minded, empathetic, and cognizant of DEI-related issues. As more Gen Zers enter the workplace and gain a higher disposable income, brands will be forced to become more inclusive. Gen Z keeps their receipts in more ways than one — meaning that they hold companies accountable and can see through performative acts, especially when brands pass off tokenism as authentic representation. Hiring Gen Z folks to bring in a fresh perspective is vital to stay relevant and prevent being ‘canceled’. Their influence will also redirect the company’s culture, such that DEI becomes a central theme, embedded into the fabric of the organization.LG Ads Quote x Gale McFarlane

Viewers want information from people they trust, which is why user-generated content has become very popular. It is truly a creator economy. As our panel pointed out, while currently, we see user-generated content primarily on social media, it is already moving into the TV space with YouTube and TikTok.

Ultimately, people want to buy from brands or view content that makes them feel understood. To ensure the creative and messaging resonates, hiring people from varied backgrounds and connecting with the right partners is crucial. Once that piece is figured out, the next step is ensuring your brand is placed in front of relevant audiences. That’s where LG Ad Solutions, with our data-driven ad inventory, coupled with impactful ad units, comes in and makes your job easier. Connect with us at info@lgads.tv or our contact page to learn more.

Watch the full webinar on-demand:


From The Experts: 3 Things to Remember While Building Relationships with LGBTQ+ TV Audiences

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With a purchasing power of $1.4 trillion (2021 US Census) and a growing population accounting for nearly 6% of the US population (Gallup, 2021), the LGBTQ+ community is highly influential and extremely diverse. During the pandemic, the streaming industry exploded. For the LGBTQ+ community, an essential factor for content adoption and advertising resonance is accurate representation. To create a powerful relationship with this group, brands must first understand this segment and then create inclusive marketing content and strategies.

In June, we celebrated Pride Month with a webinar focused on reaching and connecting with LGBTQ+ audiences across media. Our star panel included Matt Skallerud, President at Pink Media; Brooke Bowhay, Senior Director of Acquisition and Planning at Carat; Ariana Vergara-Johnson, Product Marketing Manager at Disney+ and LG Ad Solutions’ Senior Director of Sales, Susan Edmonds.

Three important takeaways from the webinar included:

  1. Pride 365: Supporting the LGBTQ+ community cannot be a once-a-year endeavor during the month of June. Brands that create campaigns focused on the LGBTQ+ audience segment only during pride month will be called out for being disingenuous. How can brands show their solidarity with this group all 365 days of the year? 1) By ensuring the people behind the screen creating content and advertising campaigns have lived this life and can authentically recreate it on the screen. 2) By partnering with community advocates who have expertise in the LGBTQ+ domain or are part of the community and using the brand platform to amplify their voices and give them a space to tell their story. Creating a two-way conversation with the audience and understanding from them directly what they want to see represented in a brand’s content is a great first step to connecting with the LGBTQ+ audience.LG Ads Quote x Matt Skallerud
  2. Don’t Put All Your Eggs In One Basket: The LGBTQ+ community is especially active on social media and streaming TV. More than 40% of LGBTQ+ streamers spend three or more hours daily on social media (Nielsen, 2021). Short-form content is often the key to long-form content and is the first touchpoint that drives people to watch a longer-form movie or TV show. Tying these two media types together can create a winning strategy. Ultimately, the more facetime you have with your target audience with multiple touch points across screens, the higher the likelihood you will be part of their consideration set.LG Ads Quote x Brooke Bowhay
  3. Brands must be Matchmakers between Stories, Audiences & Platforms: A brand must decide the story it wants to tell and the audience for that story. Content to convey the story should be authentic, have accurate representation and be built around the specific LGBTQ+ audience segment being targeted — especially when it comes to different generations. Once the story and audience are confirmed, brands can choose which platform makes the most sense to distribute that message. To make the audience-platform match, brands must lean into the data around LGBTQ+ communities rather than making assumptions. Companies like LG Ad Solutions play a major role in targeting relevant audiences through layering on geographic, psychographic and demographic parameters.LG Ads Quote x Ariana Vergara Johnson

The LGBTQ+ community is technologically savvy and has traditionally been early adopters of new technology — whether that is social apps or streaming TV. In terms of ad content, our panel firmly believes that new and unique ad units that take advantage of technology such as QR codes along with simple messaging and creative work best. However, even the best-made ads can fall flat if the audience is not reflected correctly. To authentically resonate with the LGBTQ+ group, content must depict these audiences as whole human beings without simply a focus on their sexual orientation. Brands that truly listen to the LGBTQ+ community and create campaigns that represent them for the multi-dimensional human beings they are, will end up with a loyal customer base. To learn more about how you can connect with this audience, watch our full webinar or contact us at info@lgads.tv.

Watch the full webinar on-demand:

Overcoming the Pitfalls of Walled Gardens in the CTV Industry

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A walled garden refers to a platform or ecosystem wherein the platform owner has complete control over the content, data and media within the platform and restricts external parties from accessing this information. The CTV space is often said to have many walled gardens because data does not flow freely between different ad inventory suppliers. As such, brands are unable to get a complete picture of their consumer and determine impact.

With viewership fragmented across different platforms, services and networks, this issue is only amplified. US consumers subscribe to multiple streaming services, with the average number of SVOD subscriptions being 4.7 per household (Kantar, 2022). As a result, there is a good likelihood that marketers will reach the same audience multiple times, leading to viewer ad fatigue, oversaturation and ultimately, annoyance.

TV graphic

 

The graphic above outlines how exactly this plays out in the ad marketplace. Since the various streaming services don’t share data, there is no way to control frequency.

OEMs Device-First Strategy Can Alleviate Visibility Issues For Brands

With advancements in technology, OEMs like LG are able to eliminate some of the ambiguity faced by brands. For example, ACR technology available on smart TV OEMs provides a direct line of sight into everything on the TV screen. With this device-first strategy, brands can understand what a particular household has viewed on TV, irrespective of which platform or network it was watched on (including linear and CTV). This transparency allows marketers to efficiently manage reach and frequency.

Movement Towards Gated-Gardens 

To be clear, walled gardens exist even in the OEM space, with no data-sharing between OEMs. LG Ad Solutions has tried to solve for the lack of cross-platform visibility by entering into relationships with third-parties and creating a gated-garden approach. Examples of such relationships include an ACR audience segment sharing agreement with Magnite, a data-sharing deal with iSpot for measurement purposes and another with Omnicom Media Group to bring LG smart TV and cross-device ad inventory to OMG clients. Through our gated-garden, we can control ad frequency and offer both reach and frequency guarantees across connected devices in the LG households.

“The way I like to explain it is that we are a gated community. We are not a walled garden; we are a gated community. We give clients a specific passcode to our data. If you come in, we agree on specific business terms and we will give you our data. A perfect example is a measurement deal we did only with iSpot. It’s not exclusive, but iSpot is one of our clients that actually has access to our ACR data in the US. We are going to give [the data] to the ones that will empower the measurement industry.”

– Serge Matta, President, LG Ad Solutions [Beet Retreat Interview]. Full interview here.

LG Ad Solutions can help brands gain a holistic view of their campaigns across TV services, create a window into walled gardens with our gated-garden approach and track cross-device campaigns efficiently. To learn more, contact us at info@lgads.tv or message us on our contact page.

 

From the Experts: 3 Key Ways to Connect with Asian American TV Audiences

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The estimated number of people who identify as Asian in the United States in 2020 was a whopping 24M, accounting for over 7% of the total US population (Census, 2020). The fastest-growing ethnic group in the US, this segment’s annual purchasing power is well over $1 trillion. Connecting with this community should be a priority for brands and there are multiple channels through which brands can reach this audience. A common link between the various nuanced Asian American audience groups is an affinity for TV and video content. According to Kantar, Asian Americans spend an average of 27+ hours per week watching TV and video content, with a significantly higher portion of this time spent viewing streaming content. (Nielsen)

Last month, we held a webinar centered around authentically representing and connecting with AAPI TV audiences. Featuring leaders of top content platforms that specifically focus on AAPI audiences, this webinar hits on all the crucial ways to engage with this ethnically and racially diverse group. Our panel included Dan Sakaya, President and COO at Crossings TV; Joon Seok Lee, Co-Founder & VP of Advertising at ODK Media. Inc; Jaewon Chung, Head of Global Partnerships at KOCOWA, and our Director of Sales, Allison Lo.

If there are three key messages any brand looking to connect with this audience must remember, they are:

  1. TV Time = Family Time: According to Pew Research, about a quarter of Asian Americans live in multi-generational households. With parents, grandparents and children living under the same roof, language plays a huge role in connecting with these audiences and also helping them connect with each other. Younger generations may watch content in a specific Asian language and English. However, older generations may prefer to watch only in their traditional language. Watching TV together is a way to spend time as a family, and it is important that the content be understood by all generations, in the language they prefer to view content. Additionally, parents may also prefer in-language content for their children to help them engage with their culture at a deeper level. For Asian Audiences, there is a deep emotional connection that arises from seeing people who look like them on the screen and hearing them converse in the same language they speak at home.LG Ads Quote Jaewon Chung
  2. There is no one platform: There is no singular platform that caters to all AAPI audiences. AAPI audiences are one of the most diverse sects of US society, with community members having roots in India, Japan, Vietnam, Korea, China and other Asian countries. They cannot be put into a single bucket. Marketers have to be specific in their strategies to reach these audiences without falling into the trap of tokenism. Research into this segment’s nuanced culture and heritage is required for every campaign. While this may seem overwhelming, there are expert platforms and agencies that can help brands connect with AAPI audiences in meaningful ways. Moreover, having members from within the AAPI community in leadership positions is crucial for developing creative and messaging that resonates with this group.LG Ads Quote Dan Sakaya
  3. Streaming Content For The Win: According to Horowitz Research, 8 in 10 (78%) Asian TV content viewers are streamers, compared to 65% of TV content viewers overall. Among those who watch content in Asian languages, 59% frequently access Asian-language content via streaming. With smart TV OEMs like LG, marketers don’t have to guess which channels and platforms AAPI audiences are viewing, but can use ACR data to understand who these audiences are, what they watch, and develop strategies to target them. Brands can overlay this data with niche insights about the AAPI audience to position themselves to reflect this group’s unique values and beliefs, while authentically representing their culture.LG Ads Quote Joon Seok Lee

Today, even mainstream streaming providers have Asian-language content on their platforms. This programming attracts not only Asian American audiences but also the general market , showing the true cross-cultural appeal of the content. However, it is not enough to simply place ads within these Asian-language shows and movies. To successfully market to and engage with the AAPI audience, brands must create specific content and advertising campaigns that connect with these audiences on a deeper, emotional level. To learn more about how you can better reach and speak to this audience, watch our full webinar or contact us at info@lgads.tv.

Watch the full webinar on-demand: