Insights to Drive Your Diverse Media Supplier Investment Strategy Forward
A guide for advertisers and agencies to create and track winning diverse media supplier strategies.
Closing the diverse supplier investment gap.
38% of respondents in the 2023 ANA study, The Marketing Community’s Support of Diverse Suppliers, reported that diverse media investment increased over the previous year. However, 56% of those respondents shared a community-wide interest in supporting and investing more in BIPOC, LGBTQ+, women, disabled, and veteran-owned media suppliers.
What can we point to as the cause for the gap between “intent’ and action”? The ANA suggests that many advertisers and agencies have not surpassed the theoretical stage of considering pathways toward better supporting diverse media suppliers and don’t know how to get started.
In this guide:
Industry insights: What does research say about the lack of diverse-owned media investment, and what can move the needle?
Checklist: Goals, tech requirements & key stakeholders
Getting Started Guide: From classifying media suppliers for tracking to engaging across teams to overcome blockers.
Assessments: Scoping to build a custom strategy & eliminating roadblocks to diverse media supplier investment
How to mobilize your tech stack for success
Additional resources from the Association for National Advertisers (ANA), 4As, AIMM, Maven, SeeHer, and GroupM.
