We’re just weeks away from the beginning of June and the unofficial start of summer. With the arrival of summer comes great weather, big budget movies, the Women’s World Cup and of course, Pride.
June is Pride month, a time for the LGBTQ+ community to gather to celebrate identity, diversity and community. All over the world celebratory festivals, parades and marches will take place all in the name of inclusion. Los Angeles specifically hosts one of the largest Pride weekends in the world. In 2018 alone, over 170,000 revelers gathered on the streets of Santa Monica Boulevard as a toast to tolerance in our beautiful city.
What you may not know, is that June was chosen for Pride month to commemorate the Stonewall Riots of 1969, thus this is the 50-year anniversary and is expected to be one of the largest parties yet. Of course many brands will acknowledge Pride Month with the obligatory rainbow logo, identifying themselves as an ally. However, more mindfully strategic marketers will be opting for a different, more thoughtful approach.
An Underserved Market, Poised for Growth
The buying power of the LGBTQ+ community is just shy of one trillion (no, that is not a typo) dollars, yet the entire market is constantly overlooked. Anecdotally you can probably think to yourself maybe just a handful of times that you have seen same-sex couples in ads. The statistics back this up, 66% of LGBTQ+ folks do not see their lifestyles reflected in advertising and over half would like to see more ads with families like their own.
Not only is this an enormous untapped market already, it’s the fastest growing in the world. While only 8% of Baby Boomers identify as LGBTQ+, nearly a third of Gen Z does. As their buying power increases with age, so too will the entire segment’s.
But building creative that features LGBTQ+ individuals isn’t all it takes to increase brand affinity. If a tree falls in the forest… right? It’s the contextually relevant placement of these campaigns that will drive market share.
The World Is Watching
2019 Pride Month activities will be covered, shared and broadcast from all over the world across digital platforms next month. Hundreds of thousands will attend events in cities and towns and millions more will tune in online to join in the celebrations. There has never been a better time to reach and positively influence an underserved market.
Giant Media can help make sure that your brand’s message is heard by targeting the most relevant, brand suitable content to run your campaigns against. Our team of specialists will strategize placements across YouTube, connected TV, instream and outstream environments that our proprietary technology and expertise determine will return the strongest ROI – both in terms of optimized spend and positive brand awareness. Plus, with real-time optimization capabilities across YouTube, we will update your campaigns as new videos are added – ensuring your campaign scales as Pride celebrations roll out across the globe.
This June, just remember, you can turn your company’s logo into a rainbow or you can launch a strategic video advertising campaign that reaches an underserved market with the right message, at the right time, in the right place.
Contact Giant Media today to learn how easy it is to plan a campaign that makes an impact.
