Innovation That Matters

Skyy Vodka is the pilot brand for the inclusive ad-platform | Photo source

Skyy Vodka promotes inclusive LGBTQ-specific ad-buying platform

Advertising & Marketing

The Mindshare platform makes it easy to promote LGBTQ-inclusive sources, which have traditionally been excluded from other advertising services

Spotted: Through Mindshare’s new, inclusive ad-buying platform, brands can choose to actively support LGBTQ publications and content, by promoting their ads, publishers and communities. 

In the past, there have been concerns that LGBTQ publications are harmed by brand safety tools and keyword exclusion lists, which are used by a lot of media sources, who are careful to avoid specifically political or controversial news. Around 73 per cent of LGBTQ media uses words picked up by such software, due to how the nature of such publications is still deemed to be political. As such, their content is often flagged as potentially risky to advertisers and is as such, left out of the mainstream.

The Mindshare platform makes it easy to promote LGBTQ-inclusive sources, as it puts all relevant publishers into one list. Moreover, with Skyy Vodka partnering to launch the new ad-buying platform, a famous brand is putting its name into an active statement of support for the LGBTQ community. 

The brand has a history of such support, having launched a “Proudly American” marketing campaign, to which the LGBTQ PMP has been added, and they often feature popular LGBTQ activist figures, such as Dusty Ray Bottoms from “RuPaul’s Drag Race.”

Mindshare USA is planning to expand its number of “inclusion PMPs” throughout 2020 and 2021 so that while the LGBTQ platform amasses support, the company is already thinking ahead to how particular funds can be raised for other minority and marginalised groups. 

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