Last fall they joined with other partners to offer a hip-hop-inspired media platform that will offer curated programming throughout 2023. This is a brilliant opportunity for buyers to explore.
SpringHill
SpringHill is another company with a mission to provide marketing opportunities for culturally inspired brands, entertainment and products. They fund the creation of content, from short-form to films and connect partners to support the work.
A great example of their impact is the funding of Naomi Osaka’s company Hana Kuma, which offers scripted and unscripted television series, documentaries, anime and branded content. SpringHill is also supporting the operations and production of Hana Kuma.
Direct Digital Holdings
Through operating companies like Colossus SSP, Huddled Masses and Orange 142, Direct Digital Holdings (DDH) is simplifying the process of investing in minority-owned media. With both a sell-side platform (SSP) and an insights engine, they manage about 79,000 clients monthly, generating over 98 billion impressions per month across display, CTV, in-app and other media channels.
My Code
My Code is opening apertures to multicultural audiences across its suite of cultural and affinity Codes specific to (H)ispanic, (B)lack, (W)omen, (A)ANHPI and (Pride) LGBTQ+ communities. Leveraging proprietary data, My Code helps companies develop strategies, campaigns and messaging that resonate with underserved audiences. The team abides by its Codes, supporting and funding diverse publishers, creators and producers, while reserving 100% of content studio production for diverse-owned, led and operated companies.
Brands are also doing their part
At the end of 2022, P&G launched #WidentheScreen, an initiative designed to expand the Black-owned media ecosystem and create more programming and ad inventory for marketers to invest in. Danone’s Activia brand invested in video content with Canela Media, a minority-owned media company, with further plans to invest in diverse creators and influencer networks.
There are others supporting this mission, funding multicultural content creation, investing in media, movie producers and YouTube stars, and putting capital directly into the hands of diverse creators. Ultimately, these actions are helping expand a fertile marketplace where brands can celebrate, reach and systemically change the growth trajectory for minority-owned media, while also reaching the audiences that are integral to their own growth.
To any marketer or agency buyer who is concerned about access to inventory that empowers them to fulfill their commitments and pledges, doors are opening. Scour lists like this one, schedule time to meet with the companies that can serve as a conduit to the communities you need to reach and take their calls when they work to engage with you directly. Evaluate your current media mixes and schedules and challenge them to be more diverse.
