LGBT Advertising: How Brands Are Taking a Stance on Issues

LGBT Advertising: How Brands Are Taking a Stance on Issues

Marketing entails more than reaching the right consumer with the right message at the right time. New data from Google and YouTube shows that messages about diversity and equality for the LGBT community have widespread impact, and brands such as Burger King and Honey Maid are leading the way.

Nothing is simple when it comes to the court of public opinion. This can make promoting a brand’s message, well, tricky (to say the least). Brands are held accountable not only for the quality of their products and services but, increasingly, for their stance on the political and social issues that today’s consumers face. This is especially true when it comes to LGBT (lesbian, gay, bisexual, and transgender) advertising.

As more and more attention is focused on equal rights for the LGBT community—specifically, marriage equality and diversity in the workplace—it’s influencing how consumers make decisions. This is especially true among the young; over 45% of consumers under 34 years old say they’re more likely to do repeat business with an LGBT-friendly company, according to a Google Consumer Survey from August of 2014. Of them, more than 54% also say they’d choose an equality-focused brand over a competitor.

Brands are responding with campaigns that espouse messages of inclusion, equality, and diversity. This “pride advertising” is having widespread impact online, according to YouTube and Google data. Here we take a closer look at two brands, Burger King and Honey Maid, that are leading the way. Read the rest here

For more information on Multi Channel Network’s and YouTube how to videos please check back weekly or subscribe here.

Suite of Free Tools

$0.45 USD - $4.00 USD

Note: The accepted formula that Auxiliary Mode Inc. uses to calculate the CPM range is $0.45 USD - $25.00 USD.

The range fluctuates this much because many factors come into play when calculating a CPM. Quality of traffic, source country, niche type of video, price of specific ads, adblock, the actual click rate, watch time and etc.

Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The "M" in CPM represents the Roman numeral for 1,000.

$0.00 - $0.00

Estimated daily earnings

$0.00 - $0.00

Estimated monthly earnings

$0.00 - $0.00

Estimated yearly projection

Ready to Stop Content Misuse & Generate Revenue?

Get Started