In today’s fragmented media landscape, allocating funds to diverse-owned media is just one part of a comprehensive strategy to increase diverse spending.
In a marketplace increasingly populated with diverse creators, writers, directors and talent, inclusive strategies involve investment in diverse-owned media and in content that authentically represents diverse perspectives and characters. This report highlights opportunities to approach diverse spending in the U.S. more holistically, allowing advertisers to enhance reach and impact while connecting more meaningfully with a broader audience.
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The broadening CTV landscape opens a wealth of advertising opportunity that sits well outside of national upfront deals.
Advertisers see the potential of CTV, but they’re hesitant to reallocate budget from linear TV because of a lack of information.
Case study: Mexican beer brand Dos Equis successfully scaled a niche live sports strategy in CTV with zero waste.
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