Multicultural Programming: Why Invest in Minority-Owned Media

This article was written by Maria Teresa Hernandez, Mirriad's Head of Multicultural Marketplace and SVP, Brand Partnerships.

As an advertiser, there is immense potential to unlock value from niche and under-served audiences – particularly those of a marginalized nature. It’s no secret that these groups are struggling to purchase power within the industry; however, what can be overlooked is the effectiveness of working with diverse-owned content owners for product placement strategies.

In this blog post, we will explore why multicultural programming has become more important in advertising than ever before and how partnering with diverse-targeted and diverse-owned content owners can not only help you reach your target audience but also lend credence to authentically connecting with them.

BENEFITS OF INVESTING IN MINORITY-OWNED PROGRAMMING

Investing in minority-owned programming not only helps to level the playing field for underrepresented communities, but it also yields benefits for businesses and society as a whole. The benefits include:

Driving equality

Investing in minority-owned programming creates a more equitable playing field for historically overlooked diverse media suppliers who compete with larger media companies. 

Driving authenticity 

By investing in minority-owned media, you can connect with multicultural consumers in an authentic, impactful, and scalable way.

Driving diverse perspectives

Investing in minority-owned media means you can ensure accurate storylines and voices are being shared, further driving representation and authenticity in your placements. 

Driving culture

Minority-owned media investment allows brands to speak the language of those diverse segments, driving a sense of respect and culture. 

THE BENEFITS OF VIRTUAL PRODUCT PLACEMENTS AND IN-CONTENT ADVERTISING WITHIN DIVERSE MEDIA

Benefits of using virtual product and in-content placements within diverse media include:

New Multicultural Inventory

Unlock entirely new supply inventory across diverse-owned and targeted media in TV, Music, Streaming and Influencer content.

Diverse Spend Tracking

Brands have the option to transact directly with supply partners, allowing for any impressions placed to be tracked as diverse spend.

New Revenue for Diverse Suppliers

Empower diverse creators and content owners through investment; this means new revenue streams created for diverse-owned and targeted content owners.

Media Scale

For the first time ever, plan scalable and measurable media buys within the content multicultural audiences are most passionate about.

>> Visit our Multicultural Marketplace to see how Mirriad has helped brands like Lexus and Tecate with their multicultural advertising strategies. <<

THE FUTURE OF MULTICULTURAL MARKETING WITH VIRTUAL PRODUCT PLACEMENT

As technology continues to advance, so does the world of marketing. Virtual product placement isn’t limited to simply placing products within the content; we can also integrate signage and video placements into content to reach audiences in a more authentic way. 

Virtual product placement is becoming increasingly popular, offering a new and innovative way to connect consumers with products. Multicultural marketing, in particular, is slated to benefit greatly from these advances. 

Instead of relying on traditional methods of reaching diverse audiences, virtual product placement and virtually-inserted signage allow for targeted and personalized messaging. By using virtual product placement and virtually inserted campaign creative via billboards or TV screens to showcase a range of products, advertisers can reach audiences from all cultural segments. As the world becomes more interconnected, the future of multicultural marketing and virtual product placement is exciting, and we can't wait to see how it evolves.

HOW MIRRIAD HELPS ADVERTISERS TAP INTO THE POWER OF DIVERSE MEDIA

In today's digital age, advertisers are constantly striving to find new and innovative ways to connect with their target audience. This is where Mirriad comes in. By tapping into the power of diverse programming, this revolutionary technology is changing the way brands craft their message and connect with consumers. With Mirriad, advertisers can seamlessly integrate their products and services into TV shows, movies, and other forms of entertainment, creating a dynamic and immersive experience for viewers. By allowing brands to seamlessly blend into the content that their audience already loves, Mirriad is driving engagement and delivering results like never before. Whether you're a marketer or a consumer, it's clear that Mirriad is changing the game when it comes to advertising.

Find out more about our multicultural marketplace: