The future of marketing is growing more personalized for each viewer every day. As we adapt to an ever-changing media landscape, our advertising strategies must be inclusive for our diverse audiences long after Pride Month ends.
Earlier this month Nielsen released a report titled The Push For Change: Examining LGBTQ+ Representation in Media and Advertising. While brands have so many unique ways to reach queer and gender diverse audiences, there are still many opportunities to make a larger impact.
Here are some of the major takeaways from Nielsen’s report:
The U.S. is ready for more inclusive advertising content.
A GLAAD-Edelman report shows Americans are twice as likely to buy or use a brand that publicly supports and demonstrates a commitment to expanding and protecting LGBTQ+ rights.
Nielsen also found that more than 86% of Americans are comfortable with brand targeting based on sexual orientation and/or gender identity.
Brands have more of an engagement opportunity with the LGBTQ+ community than they’re acting on.
Just 48.9% of people in the LGBTQ+ community say their targeted ads feature relevant products and messages.
Comparatively, non-cisgender identifying viewers said 79.4% were relevant.
There’s never been a better time to jump into OTT advertising.
Audiences have nearly 7 times more LGBTQ+ inclusive programming to choose from on streaming platforms than on linear TV. The push to streaming presents advertisers with an opportunity to reach more queer viewers watching programs that feel representative of their community.
A solid media mix will help with intersectional audience targeting.
Two out of three Black queer women believe it’s important to have the option to choose what they watch on streaming services, but that’s not the only place to share messaging with them.
More than 30% of Black queer women feel that radio helps them stay connected to their community.
Social media was also where more than 40% of Black queer women say they receive their news.
Overall, Nielsen’s report is sending a clear message: there’s immense value in having diverse gender expression and queer representation within our advertising approach. Now it’s up to advertisers to implement new strategies that not only reach LGBTQ+ communities, but also help them feel heard and connected on all platforms they engage with.
Read the full report here.
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