Influential’s Post

Transcript

A publicist, we look at things and it's always systemic. It's not usually one and done right. We don't want to do something that's just going to happen have an impact at that moment. So we have something called once and for all coalition, which is about 60 brand marketers, research companies, tech companies, platform companies that that come together to understand why do why is there lack of equity within advertising and so things like. creating more supply, there's not enough supply. So we put $25 million of our own into creating more content. So they were able to have more voices and stories like a lot of what Gold House does. Other things that we try to do is also champion bias in everyday techniques. Things that we don't we take for granted, like blunt brand safety techniques, for example, are actually stifle monetization against culturally specific content. So we want to educate clients and technology partners, do research to show that you can actually. open up more inventory by not being so blunt and then actually lower your price paid because now you have more inventory. So when we look at all these things, we realize that the best way to have impact actually is letting other people tell your stories. But if you do that, you have to have diversity in that too. So we love influential. The influence agency we just acquired because they have a very measured, consistent and very skilled approach to your point scale. It's not just small, it has to be commercially viable approach to what they call AMP. And hopefully many of you know about this. It's called the amplifying Diverse voices. It's helping brands bridge their relationships with diverse creators and that we're very proud of. Over 90% of our campaigns had at least one minority, but almost 60% are majority minority. And the business imperative over versus business as usual advertising, the purchase intent on average is up by 24 percentage points when you have diverse creators. Which I think is phenomenal and over 60% increase in engagement when you have diverse creators in the content so good for.