Facts about Inclusive media planning: And how companies are tackling unintended bias

In recent years, brands and the advertising sector have made significant efforts to guarantee that their creative output is varied, inclusive, and equal. However, there is still a great deal of work to be done in the background about media investment.

Planners want to connect with a wide range of people, but worries about brand safety and acceptability online may unintentionally act as a barrier. Traditional campaign setups or a one-size-fits-all strategy frequently impose performance restrictions and prevent advertisers from displaying their ads near popular content. For instance, banning your ads from all videos with LGBTQ+ or multicultural music may unintentionally exclude more diverse artists and the viewers of those films.

Technology has advanced to address the issue of constrictive purchasing. In terms of brand safety, YouTube is the industry leader because of inventory modes and other restrictions that let advertisers monitor content maturity. No type of harassment has a place on the site, and we've made significant investments in teams and mechanisms devoted to eradicating such content. Major companies are leading the charge in rethinking their media plans to support progressive perspectives and contribute to the creation of a more inclusive society, including Diageo and Domino's U.K.&I.

Advertisers have more time and energy to engage proactively with diverse creators when they rely on automated solutions to protect their brands and remove unintentional bias. Like creative work, media planning has the potential to be a potent tool for activism and enacting change.

3 steps towards inclusive media planning:

Start the conversation: You must put inclusive media planning on the agenda and bring it up in conversation.

Have a timeline: Make a schedule for your audit, including who will perform it. Have a work stream in place and be explicit

Form partnerships: Platforms can collaborate to accomplish common objectives.

According to the source, Brands should review their media strategy in 2023. Examine whether the combination of publishers and channels reaches the entire target market and look for any potential biases in the keyword and topic exclusions. Additionally, think about how marginalized populations and voices might be really supported through affirmative action.

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