VANCOUVER – BroadbandTV, an enabling platform for content owners, announced Friday Voices of Colour, a new socially-conscious program which will target brands and advertisers looking to support BBTV’s creators of color while tapping into multicultural consumers.
According to Google research, people are more likely to consider or purchase products after seeing ads they believe are inclusive or diverse, says the BBTV press release.
“On average, 64% of consumers have taken action after seeing an ad they consider to be diverse, and this percentage is even higher with minority groups; Latinx+ (85%), Black (79%), Asian/Pacific Islander (79%), an average of 82%. Authenticity is also a major issue, with 66% of African Americans commenting that their ethnic identity is often portrayed stereotypically in media, films and ads,” reads the release.
“In line with its long-standing values and reputation of promoting equality of all forms, BBTV will work to enhance and promote Black, Asian, and Hispanic creators’ voices and will continue to expand the program to embrace all under-represented BIPOC creators.”
BBTV will work with socially conscious brands to place their ads against BBTV’s content creators of colour. These include reach media campaigns, as well as branded content campaigns, allowing brands to reach multicultural consumers from BBTV’s audience of 33 million monthly uniques in the U.S., says the release.
