随着 "黑人生命至上 "运动的兴起，许多营销人员承诺增加对黑人媒体的投资。社会正义运动也激励着所有消费者--不仅仅是多元化的消费者--期望品牌和企业做更多的事情来支持社会事业，包括通过他们的广告信息。在多元化媒体上投放广告，往往能让品牌更好地吸引不同的受众群体，并使信息更加聚焦。但是，既然品牌已经做出了承诺，它们如何才能确保它们的资金真正发挥作用呢？
The first step is to raise the visibility of the diverse media suppliers that exist so they have a fair and equitable chance to get in front of ad buyers. Advertisers who want to respond to calls for social justice with commitments to spend more on diverse media know that it’s about more than just targeting diverse consumers. Prioritizing diverse-owned and diverse-operated media is a way to break through systemic barriers within the billion-dollar advertising industry for diverse media suppliers. This, in turn, creates a more equitable playing field for historically excluded media outlets to compete with the larger media companies. Some diverse media owners have even taken matters into their own hands. Group Black, for example, a collective and business accelerator for Black-owned media, launched to deepen the pipeline of Black-owned media companies, supported by a $75 million ad-spend target from ad agency WPP.
Identifying all the players in the diverse-owned media market and showing the value of their audience is another critical step. Nielsen is working with industry organizations such as ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) and Media Framework MAVEN to identify and provide aggregated metrics on the reach and audience profiles of validated and certified diverse/minority owned media so marketers and agencies can discover and build partnerships with these companies.
要为多元化媒体公司创造平等的衡量标准，还需要更好的衡量工具。尼尔森一直在通过重新审视其报告和定价政策来缩小这一差距，以纳入更多的多元化媒体供应商。自 2021 年 11 月起，尼尔森地方电视服务包括了对全功率、非订阅的少数民族所有电视台和非营利电视台的受众估计。此外，符合豁免条件的少数族裔拥有的广播电台也会在尼尔森音频汇总数据集中进行报告，与订阅者身份无关。尼尔森正与不同的媒体供应商直接合作，以提供广告商所需的更高透明度和更细化的指标。Canela Media 是一家拉丁语系媒体公司，作为试点项目的一部分，该公司通过尼尔森测量的活动数量增加了两倍。
Advertisers can also lean in to ensure that there is long-term systemic change, and that their increased investment is not just a “check the box.” General Motors, which has pledged to allocate 4% of its U.S. advertising budget to Black-owned media companies by 2022, plans to double that to 8% by 2025. One of the challenges for emerging diverse-owned media companies is that some are not officially certified as a minority business, so investments made with them may not count toward an advertiser’s diverse spend goals. Nielsen has collaborated with P&G to seed a fund with the National Minority Supplier Development Council (NMSDC). This fund supports the certification process, expanding the pipeline of diverse owned media officially defined as a Minority Business Enterprise (MBE). The more diverse media owners defined as an MBE, the more opportunity for ad spend to be included in an advertiser’s diverse investment goals.
很显然，企业已经承诺增加在多元化媒体上的广告投入。要利用这些资金产生最大的影响，就必须做出更大的承诺，真正了解多元化媒体的格局以及如何赢得消费者。在媒体格局日益分散的情况下，投资多元化媒体是广告商制胜的长期战略。
Additional Resources
多元化自有媒体的覆盖范围和受众概况
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