NewFront Diversity Takeaway for Brands: Build a Creator-Made Multicultural Ad Marketplace

The Big Message The environment is out there for such relationships to happen given the dramatic rise of multicultural content creators and a more open mindset by advertisers for reaching multicultural consumers in a broader fashion What will it take to create relationships that last for the long term Further encouraging diversity sizing up and getting ahead of consumer trends and coming up with new practices to measure sales effectiveness and return on investmentHost Sheryl GoldsteinIAB39s Chief Growth Officer was joined by Google Multicultural Creative Business Partner Paula Castro YouTube Trends Insights Lead official Earnest Pettie and Johanna Lara Head Of Sales Strategy and Programs for YouTube39s BrandConnect unitWhat Worked Getting the most mileage out of a 20minute segment through lively discussion in a number of areas from the role of content creators in multicultural campaigns to brands buying into experiments with different campaign approaches quotThe goal is to make sure brands approach each creator and align with specific goals and return on investmentquot Lara declaredWhat Also Worked The inclusion of commentary by YouTube personalitycontent maker Karen Elyse Her takeaway for the virtual audience watching this panel quotLet the creator be the creator and createquotWhat Didn39t Work The absence of examples of commercials or branded content involving a creator tiein that would illustrate the panelist39s views If you39re going to have a creator like Elyse do the time and tape a quick sequence about the role creators want to have with brands throw in 30 or 60 seconds from one of her recent brand spots Another missing angle from this event thoughts from either an advertiser or ad agency that39s all in or getting involved in creatormade messages for multicultural audiencesNews Three African Americanowned media organizations preceded the panel with 15minute presentations Two of the three shared new developmentsBlavity in business since 2014 announced the launch of Blavity TV an adsupported TV service for African American Millennials Original unscripted series in various genres make up the lion39s share of the channel39s schedule from matters of entrepreneurship to those of lifestyle and pop culture Morgan DeBaum the venture39s founder and Chief Executive Officer offered no information on specific series smart TV or bundle distribution and program developmentA number of smart TVdistributed services are in play at Revolt Media supplementing the company39s cable network In its firstever NewFront showcase Revolt disclosed that 14 original series are close to launching or in development mostly in the newsinformation and hiphop culture categories Some series will originate from Revolt39s new Atlanta studio facility A new partnership with Overtime will develop sports series with hiphop elements Black Enterprise the popular Web site and former producer of the weekly syndicated TV series This Week in Black Enterprise was the third presenterParting Words quotShoppable ads are a very exciting opportunity for brandsquot IAB Chief Growth Officer Sheryl GoldsteinquotWe try to help with insights to determine what the user wants what the consumers want It39s important with multicultural audiences to work with creators and experimentquot Paula Castro Google Multucultural Creative Business PartnerquotBrands have the opportunity to have a longterm relationship with a broad range of diverse creatorsquot Earnest Pettie YouTube Trends Insight LeadquotMy final tip Tap into the right voices to create the right storiesquot Johanna Lara YouTube BrandConnect39s Head of Sales Strategy and ProgramsClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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NewFront Diversity Takeaway for Brands: Build a Creator-Made Multicultural Ad Marketplace

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Simon Applebaum

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NewFront Diversity Takeaway for Brands: Build a Creator-Made Multicultural Ad Marketplace

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