Marketing

LGBTQ-inclusive marketing opens door to acceptance, P&G and GLAAD find

Dive Brief:

  • Representation of LGBTQ people in media, including TV, film and advertising, plays a significant role in growing acceptance among non-LGBTQ consumers, a new study published by media advocacy group GLAAD in partnership with Procter & Gamble finds. Eighty percent of respondents exposed to LGBTQ-inclusive media said they are more supportive of equal rights compared to those who had not recently consumed such media.
  • Consumers view companies that are inclusive with their advertising more favorably in a general sense. The “LGBTQ Inclusion in Advertising and Media” study reveals that 82% of those surveyed believe marketing efforts to promote LGBTQ
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Burger King celebrates employees with customer thank yous

Dive Brief:

  • Burger King is displaying messages of gratitude for employees on digital kiosks and menu boards in its restaurants for one week, ending May 29, the company shared with Marketing Dive.
  • Customers could leave thank-you messages to employees while placing an order through the mobile app. From May 7 to 10, the fast food chain generated 5,100 messages of appreciation.
  • This effort, called From Our Home to Yours, was created with the agency David Miami.

Dive Insight:

Burger King has been leaning on its digital strategy to drive in-app orders during the pandemic as a way to protect employees

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Criteo’s self-service platform places ads across retailer e-commerce sites

Dive Brief:

  • Online ad platform Criteo started a self-service portal that lets marketers buy media placements on retailer websites to reach online shoppers. The Criteo Retail Media platform will let retailers and advertisers deliver personalized ads without the need for third-party cookies, per an announcement.
  • Criteo estimates that brands will spend $15 billion to $25 billion a year advertising on e-commerce websites and apps, generating additional revenue for retailers. Its Retail Media platform will support vendor marketing programs, search and national media campaigns and targeting capabilities for brands, per its announcement.
  • The Criteo Retail Media platform is now available
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Where ad spending is thriving during COVID-19, including a few surprises

Brands have always had to be thoughtful about how and where they spend their ad budgets, but the outbreak of COVID-19 has led certain categories to be particularly strategic in grabbing as much consumer attention as possible while the opportunity exists even as the advertising industry, as a whole, sees dollars disappear.

Data collected by ad intelligence and sales enablement software company MediaRadar, for example, shows just how quickly some marketers pivoted in the first quarter of 2020. This includes breakfast cereal makers, whose ad spend shot up 13% in February and March, while skincare and hygiene products invested

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