ANA survey: Marketers are embracing LGBTQ+ in advertising | WARC | The Feed
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ANA survey: Marketers are embracing LGBTQ+ in advertising
A survey conducted by the Association of National Advertisers (ANA) found half of marketers feature LGBTQ+ casting in ads; many embrace targeted media and LGBTQ+ agencies to support their efforts.
Why it matters
For decades, marketers have been skittish about specifically targeting LGBTQ+, but with 15.6 million members of this community in the US, successfully reaching this group is an increasing necessity.
Takeaways
- Targeted media plays a large role; forty percent said they have actively used it to reach the LGBTQ+ community for at least one brand.
- There is lessening fear of backlash; less than a third of respondents saw...
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