gay ad network's media kit
TRANSCRIPT
“If you're not appealing to every minority community, be that racial or in
terms of sexual orientation, you're missing out on market share.”
Robert Klara, Adweek
MEDIA KIT
Gay Ad Network is the world’s largest advertising marketplace for connecting advertisers with LGBTQ consumers worldwide. Our reach is not limited to gay publications and apps. Our advanced audience platform allows us to target LGBTQ consumers outside of gay media. Gay Ad Network is a National Gay and Lesbian Chamber of Commerce certified Business Enterprise and was named to the Inc. 500|5000 list of America’s fastest growing private companies.
AN EXPER IENCED
AND SUCCESSFUL
LGBTQ MARKET ING COMPANY
CREDENTIALS
§ 16 million LGBT adults (average from multiple sources)
§ $830 billion buying power in the US (Witeck / Selig Center)
§ 23% higher median income is same-sex households compared to straight households (Prudential)
§ $2,045 more per year spent on packaged goods in male same-sex households (Nielsen)
§ 2.06 times more likely to pay more for products from companies (comScore)
§ 1.23 times more likely to buy brands that reflect their style (comScore)
§ 1.86 times move likely to love buying new gadgets and appliances (Simmons)
§ 1.56 times more likely to consider themselves a spender rather than a saver (comScore)
LGBT MARKET
OVERV IEW
HIGH INCOME
H IGH SPEND
D I G I TA LC E N T R I C
B R A N DL O Y A L
LGBT CONSUMERS
WHY ADVERT ISE D IRECTLY TO LGBTQ
CONSUMERS IN D IG ITAL MED IA?
Gay consumers are early adopters, with heavy Internet and mobile media consumption. In fact, 74% of LGBTQ consumers in the US visited LGBTQ websites in the past week. LGBTQ website usage grew 28% year-over-year, while local gay newspapers and national gay magazine readership continues to decline.* Advertisers are allocating marketing budgets to specifically target LGBTQ audiences through digital media. As the gay market leader, Gay Ad Network has become the preferred gay media partner for leading brands and agencies.
LGBT websites / blogs 74% Streaming videos 64% Mainstream websites / blogs 62% Network / cable television 50% Mainstream radio 41% Mainstream general newspapers 38% LGBT local newspaper / publication 36% LGBT email newsletters 35% Mainstream magazines 28% LGBT mobile apps 27% LGBT-dedicated TV programming 25% LGBT national magazines 22% LGBT radio 7%
*Source: Community Marketing & Insights, 2014 LGBT Community Survey Media Engagement Past Week LGBT Consumers, Age 18-34
LGBT CONSUMERS
Successful LGBTQ marketing campaigns target the right audience segment, in the right media, at the right time. The LGBTQ audience is fragmented across mainstream websites, social networking websites, gay websites and mobile apps, so cross-media audience aggregation is required to build scalable campaigns. Gay Ad Network aggregates the LGBTQ audience. Our powerful database marketing platform makes it easy for advertisers to reach their intended target – across popular gay websites and mobile apps, as well as YouTube, Facebook, and other major media outlets.
REACHTHE LGBTQ AUD IENCE
EVERYWHERE
LGBT AUDIENCE TARGETING
GAY AD NETWORK AUDIENCE STATS
LGBT Audience Reach by going beyond LGBTQ media
One Number 148,000,000
!
Page Ads Per Month Source: AppNexus
25,000,000 !
Unique LGBTQ Profile Records Source: AppNexus 7,580,000
!
Unique Visitors Per Month Source: Quantcast
300+
!
LGBTQ Sites Supported
TOP 5 !
Gay Apps Supported
DISPLAY
MOBILE
VIDEO
SOCIAL BEHAVIORAL
RETARGETING
GAY SITES AND APPS
NON-GAY SITES AND APPS
360º REACH
Gay Ad Network offers a complete LGBTQ advertising solution. Our cross-media audience targeting platform spans display, video, mobile and social inventory. Our LGBTQ media planning and operational expertise has helped us attract and retain clients to become the market leader.
SPONSORSHIPS
COMPLETE COVERAGE
Reaching gay consumers in an authentic LGBTQ environment is great way to build brand affinity. Gay Ad Network delivers ads on a curated list of award-winning websites where consumers go to find gay news, travel, entertainment and lifestyle information. All websites are audited regularly to ensure brand protection and quality control. Benefit from our direct publisher relationships with guaranteed first-party premium inventory. Dynamic optimization shifts delivery to the most productive inventory placements.
�CAMPA IGNSCAN RUN ACROSS
ONE OR ALLOF THE POPULARLGBTQ WEBS ITES
LGBT MEDIA
�CAMPA IGNS CAN TARGET SPEC IF ICLGBT WEBS ITESAND CONTENT CATEGOR IES
Gay Health & Fitness
Gay Entertainment
Gay Travel
LGBT News
Fashion & Style
Lesbian
LGBT Parenting
LGBT Business
CONTENT-FOCUSED TARGETING
By leveraging our proprietary first-party LGBT audience profile database, advertisers can target LGBT consumers outside of gay media. Campaigns may be delivered to gay consumers across all major ad exchanges and networks. Gay Ad Network transforms the leading websites like the New York Times, MSN, and Huffington Post into gay marketing channels. Whitelists and blacklists may be created to control inventory placements, while third-party tracking tools verify delivery.
�GAY AD NETWORKCAN IDENT IFY &
TARGET GAY CONSUMERS ON
MA INSTREAM S ITES
BEYOND LGBT MEDIA
�Gay Ad Network audience segments may be created to refine audience composition and improve campaign efficiencies. Audience segments may be constructed by overlaying our first-party LGBT audience data with over 25,000 data points from third-party data providers. Targeting options include behaviors, demographics, context, interests, psychographics, lifestyles, brand affinities, past purchases, and in-market intent.
�REACH N ICHELGBT AUD IENCE
SEGMENTS
NICHE AUDIENCE TARGETS
Advertisers can reach custom audience segments or choose from Gay Ad Network’s pre-defined audiences.
Early Adopters: Brand-conscience and technically savvy, these progressive buyers influence their peers.
Entertainment Enthusiasts: These buyers frequently attend movie premiers, musical performances and live events.
Luxury Buyers: With high disposable income, these wealthy buyers have a propensity to spend on the finer things in life.
Frequent Travelers: These frequency-fliers love to travel the world for business and pleasure.
Fitness Buffs: Healthy and fit, these buyers work hard to stay in shape and live life to the fullest.
Green Buyers: Socially conscience and eco-friendly, these LGBT buyers seek out environmentally safe brands.
Proud Parents: These LGBTQ moms and dads prefer buying from inclusive companies.
PRE-DEFINED AUDIENCE SEGMENTS
§ Display ads can be targeted by site list, content category or Gay Ad Network’s custom LGBTQ audience segments
§ Standard IAB ad sizes are supported including 728x90, 300x250, 300x600,160x600
§ Overlay interstitials takeover the entire web page
§ Site side skins appear in the columns alongside the page
§ Site peel-overs appear at the top corner of the page
§ IAB Rising Star High Impact Units provide highly impacted user experiences
LGBT ADVERTISING OPTIONS
BANNER ADS AND H IGH IMPACT
UN ITS OFFER BROAD REACH
AND PERFORMANCE
§ Mobile ad campaigns run with Gay Ad Network can target specific devices, locations, and apps to maximize campaign efficiency
§ Campaign performance can be
measured and optimized by creative, operating system and inventory placement
§ Display banner ads provide
maximum frequency and reach across gay apps and general market apps
§ Full-screen interstitial ads maximize awareness and engagement
§ Interstitial text messages can be broadcast to mobile users locally or nationally
MOBILE ADVERT IS ING
IS EFFECT IVE INREACH ING YOUNGER
LGBT CONSUMERS
LGBT MOBILE CAMPAIGNS
§ Gay Ad Network works with Facebook and Instagram to deliver effect newsfeed ads to your target audience
§ Newsfeed ad units support social elements for viral distribution as people like, share, and comment on the ad
SOCIALADVERT IS ING
US ING NAT IVE AD FORMAT PROV IDES
SEAMLESS INTEGRAT ION
LGBT SOCIAL MEDIA CAMPAIGNS
§ An advantage of Gay Ad Network pre-roll advertising over gay cable TV or broadcast TV commercials is our ability to target specific LGBT audience segments and measure the view through and click through results
§ Video pre-roll ads run for 15 or 30 seconds prior to a user initiated video play
§ LGBTQ viewer segments can be selected to target the audience
§ Video pre-roll engagement and view through tracking is supported and campaigns can be optimized by creative, audience segment and placement
§ Delivery includes YouTube, LiveRail,
AOL, BrightRoll, Tremor and more
V IDEO PRE-ROLLADVERT IS ING IS
IDEAL FOR BRAND ING AND
BU ILD ING AWARENESS
LGBT VIDEO PRE-ROLL
§ Gay Ad Network Outstream ads appear within the main content section of LGBT websites.
§ Outstream videos only begin to play when they are visible within the user’s browser.
§ Outstream ads are typically15 or 30 seconds, but longer formats can be supported.
§ Outstream engagement and view through tracking is supported and campaigns can be optimized by creative, audience segment and placement
§ Delivery is available on LGBTQ
websites and can be extended through audience targeting on mainstream websites.
OUTSREAM V IDEOADVERT IS ING IS A
H IGH IMPACT PLACEMENT
APPEAR ING WITH IN THE MA IN CONTENT
AREA OF EACH WEBS ITE
LGBT OUTSTREAM
§ Gay Ad Network can target
Spotify's expansive LGBTQ audience with audio commercials.
§ This audio advertising service allows advertisers to efficiently connect with gay and lesbian listeners in places where digital advertising is not able to reach them - such as in the car, at the gym and in the workplace.
§ This is a great new way to reach LGBT Millennials.
§ 15-second and 30-second audio ad slots are supported.
REACH LGBT M ILLENN IALS W ITH
AUD IO ADS ON SPOT IFY BY US ING
OUR LGBT TARGET ING SERV ICES
LGBT AUDIO TARGETING
§ Gay Ad Network’s native image and video advertising allows advertisers to reach LGBTQ consumers through the syndication of relevant and engaging images or videos into the content sections of mainstream websites.
§ Advertisers can reach targeted LGBT consumers on over 1500 websites including MSN.com, Crave.com, RadarOnline.com, Epicurious.com, RachelRay.com, Newsweek.com, USWeeklyMag.com, and Monster.com.
§ Advertiser image ads are presented directly alongside publisher content.
§ Using a completely responsive design, image ads can be viewed across all desktop and mobile devices and browsers.
NAT IVE ADS APPEAR WITH IN THE CONTENT
OF A PUBL ISHER ’S WEBS ITE . NAT IVE
ADS ARE ADAPTED TO F IT THE LOOK AND
FEEL OF EACH S ITE .
LGBT NATIVE ADS
GAY AD NETWORK AD SPECFICATIONS
TYPE AD UNIT DIMENSIONS PLACEMENT MAX SIZE FORMAT
Display Banner Ad 300x250, 728x90, 160x600, 300x600 Within web content areas 40k Flash, PNG, GIF, JPG
Display Site Side Skins 300x1050 Appears in left and right columns 40k Flash, PNG, GIF, JPG
Video Video Outstream 16:9 aspect ratio 640x360 recommended Runs up to 120 seconds 10M MOV or FLV. VAST 2.0 tags
supported.
Display Page Takeover/Interstitial 640x360 or 640x480 Runs over top of an
active web page 40k Flash, PNG, GIF, JPG
Video Video Pre-Roll 16:9 or 4:3 aspect ratio 640x360 recommended
Runs 15 or 30 seconds prior to video 10M MOV or FLV. VAST 2.0 tags
supported.
Mobile Banner Ad 320x50 Appears in app or on mobile web page 40k PNG, GIF, JPG
Mobile Screen Takeover/Interstitial 320x480 Takes over the entire
device screen 40k PNG, GIF, JPG
Mobile Text Broadcast n/a Pops up over top of mobile app n/a Title: 25 characters, Body
Copy: 90 characters
Social Facebook Newsfeed 1200x628 Main newsfeed column 500k JPG, Title: 50 characters,
Body Copy: 500 characters
Audio Spotify Audio File User listening stream 5M Audio file format
GAY AD NETWORKHAS EARNED THE TRUST OF THESE
GREAT COMPAN IES
IN GREAT COMPANY
AT&T is working with Gay Ad Network to continue our heritage of support and outreach to the LGBT community through a combination of digital advertising and content sponsorships," said Ashley Sheets, Associate Director of Media - National Consumer Media & Entertainment at AT&T. "Gay Ad Network's audience targeting service has been instrumental in helping us achieve our goals within the LGBT community.” "Online video advertising through Gay Ad Network was an integral part of the OraQuick In-Home HIV Test Kit product launch," said Catherine Hahn, VP Planning and Account Management, Ionic Media. "Combining video advertising with display, mobile and social media is proving to be a very efficient way for us to reach our target market.” "Lexus is very pleased with the results from Gay Ad Network's gay audience targeting service," said Aaron Walton, co-founder of Walton Isaacson, the multicultural agency of record for Lexus. "We measured a positive brand attitude lift of 10.6% for the Lexus GS while the gay-targeted web and mobile ad performance on non-gay media properties exceeded our expectations.” "Key West is a popular LGBT tourist destination. Gay Ad Network is creating broad awareness for our new LGBT Key West spot through video advertising,” said Eric Gitlin Vice President, Associate Media Director, Tinsely Advertising.
What our clients are saying about Gay Ad Network!
CLIENT TESTIMONIALS
Once concentrated on a few gay portals, this audience is now fragmented across mainstream social networking sites and a large number of smaller gay information, news, community and niche social networking sites designed for the various segments of the gay market. Gay Ad Network aggregates these fragmented communities under one umbrella, providing online media planners an easy, efficient way to reach a large segment of the gay and lesbian market. Gay Ad Network is, in itself, a smart move, playing on marketers' interest in targeted networks that allow them to place advertisements more thoughtfully. All the display operators want in on video, and vertical ad networks are no exception — Gay Ad Network has rolled out online video advertising network and syndication services targeted at gay and lesbian consumers. Launch partners include American Airlines, Mandalay Bay and the Florida Keys Tourism Council.
What thought leaders are saying about Gay Ad Network!
INDUSTRY LEADER
