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ANA与其他机构合作推出少数族裔媒体名单
  • USA - English
  • USA - Traditional Chinese
  • USA - español

这项合作将有助于提高少数族裔自有媒体的公平性、知名度与投资前景

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ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM)

Oct 02, 2021, 22:53 ET

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纽约2021年10月3日 /美通社/ -- ANA包容性和多元文化营销联盟(AIMM)、Nielsen(纽约证券交易所股票代码:NLSN)与Media Framework宣布合作,以期加大多元文化和包容性自有媒体(非裔美国人、亚裔人、西班牙裔人、LGBTQ及残障人士)投资力度,帮助众多品牌和机构衡量自身对多元文化和包容性自有媒体及其所代表社区的投资与影响。 10月8日,在ANA营销大师会议期间,AIMM将发布业内最全面且经过验证的多元化自有媒体名单,该名单由Media Framework通过其媒体供应商数据库MAVEN创制。 此外,AIMM和Nielsen还将发布一份对业内免费的新版“多元化自有媒体规划投资指南”,该指南将涵盖多元化自有媒体在电视、电台和数字平台上的概况和聚合指标,及其相关的受众描述、预估覆盖范围、总体印象等。

此项合作符合ANA AIMM的#SeeALL行业愿景,秉承其对提高多元化自有媒体在全国、地方和有线电视、电台和数字实体中知名度的承诺。  这些资源还将使市场营销人员和机构有机会发现并与多元化媒体公司建立合作伙伴关系。

ANA AIMM联合创始人Lisette Arsuaga表示:“通过为所有行业参与者提供更广的知名度,为广告主提供有价值的数据,并将众多品牌与其承诺进行财务投资的多元化自有媒体联系起来,我们正在协力打造一个更公平的竞争环境。现在正是行业加大投资力度吸引多元文化和多元化受众的好时机,这两者对业务增长至关重要。  如果减弱对多元化自有媒体和目标媒体的投资力度,这一努力就不能实现最大化效果。”

AIMM在这一领域所做的工作支持着AIMM解决营销和广告行业系统性不平等的七点承诺,具体表现如下:

  • 帮助各品牌和机构规划衡量与机会相称的公平投资 
  • 通过叠加全新的文化相关性关键衡量标准,超越传统的效率范围,捕捉能够增强参与度和影响的经验证连接品质

Media Framework首席执行官兼创始人Kathleen Coffey表示:“我们信奉AIMM的7点承诺,很高兴能够与AIMM合作,扩大全行业对少数族裔、LGBTQ+和残障人士自有媒体公司的投资,这将推动他们投资于改善和扩展其产品的能力,特别是与文化相关的内容。识别、记录和跟踪多元化媒体所有权是我们在Media Framework中所做工作最具挑战性的部分,但也是收获最丰硕的部分。”

ANA AIMM将根据公司广告监控服务Nielsen AdIntel的信息,评估当前在多元化自有媒体耗费的广告支出,并建立行业投资基准。  这将使合作伙伴能够跟踪不同市场以及电视、电台、印刷和数字平台长期在多元化自有媒体耗费的广告支出增长情况。

多元文化与包容性自有媒体占所有媒体实体的近7%,是广告支出的关键组成部分。随着投资力度加大,这些实体能够继续增长并为其社区提供服务。  根据MAVEN迄今为止所分类的多元文化与包容性自有实体数据:40%目前为西班牙裔人所有,40%为黑人或HBCU所有,10%为亚裔人所有,7%为美洲原住民所有,2%为LGBTQ所有,1%为残障人士所有。  AIMM和MAVEN的部分工作将涉及进一步搜寻和审查各个多元化自有媒体实体,以便更全面了解这些多元化媒体实体的各方各面。

Nielsen首席执行官David Kenny表示:“作为我们承诺为所有人创造更美好媒体未来的一部分,我们希望提高多元化媒体的知名度,这些媒体在接触和代表日益多元化的美国人口方面发挥着至关重要的作用。通过与ANA AIMM合作,我们还使广告主能够更有效地衡量自身投资。”

ANA首席执行官Bob Liodice表示:“ANA曾代表众多广告主和品牌开展工作,以确保他们的投资在所有媒体中都可被量化。我们很荣幸能够为这项工作提供信息,这项工作将提高多元化自有媒体在价值与高相关性方面对广告主的知名度。  我们不仅为市场营销人员提供一臂之力,而且还加倍履行ANA的承诺,以期解决我们行业的系统性不平等问题。”

AIMM和合作伙伴公司CIIMatters提供的文化见解影响衡量(CIIM™)将为广告主提供进一步支持,帮助他们开始加大对多元化媒体实体的投资力度。 

AIMM联合创始人Carlos Santiago表示:“对产生最大投资回报率的多元化自有媒体进行投资将是为网络受众带来文化相关性的投资。通过让广告主了解少数族裔自有媒体节目的文化价值,CIMM采取制定相关规划措施、了解投资方向以及把握如何瞄准关键受众的方式,帮助广告主与目标领域建立联系。

ANA AIMM继续引领行业迈向更具包容性与文化相关性的实践之旅。 若要参与ANA AIMM或了解关于多元化自有媒体合作和/或如何查阅名单的更多信息,请访问https://www.anaaimm.net/。

若想入列多元文化和包容性自有媒体名单,请联系[email protected]。  这项由多元文化和包容性少数族裔自有媒体组成的特别名单,将通过订阅方式向ANA和AIMM成员独家提供。  面向各机构和市场营销人员的更多工具,可直接从Media Framework获取。 

关于包容性和多元文化营销联盟(AIMM)
ANA包容性和多元文化营销联盟(AIMM,Alliance for Inclusive and Multicultural Marketing)成立于2016年,旨在通过抓住多元文化和包容性营销机会为企业提供切实可行的增长解决方案。  AIMM由高层次广告主、媒体/出版商、研究和数据公司、机构和贸易组织组成,旨在聚焦整体、西班牙裔人、非裔美国人、亚裔美国人和LGBTQ市场遗漏的增长潜力。  这一由行业领导者组成的非凡工作团体正在通过整个行业的重塑运动来改变多元文化和包容性营销方式和构想——这是此领域有史以来规模最大的一次。  除了简单地识别增长潜力在何处之外,AIMM还向会员(和行业)展示如何最大限度地发挥这一潜力,以实现积极的盈利影响力。  AIMM是该领域的领先机构。

关于美国广告主协会(ANA)
美国广告主协会(ANA,Association of National Advertisers)的使命是推动营销专业人士、品牌和企业以及行业的增长。  增长是该生态系统所有参与者的基础。  ANA通过利用已获得ANA董事会和全球首席营销官增长委员会批准和认可的12点ANA增长议程来协调这些利益。  ANA的成员包括1400多家国内和国际公司,其中包括900多家客户端营销商和非营利筹款机构以及500家营销解决方案提供商(数据科学和技术公司、广告代理商、出版商、媒体公司、供应商和供货商)。  ANA成员公司总共代表着2万个品牌,吸引了5万名行业专业人士,每年的营销和广告投资超过4000亿美元。 

关于Nielsen 
Nielsen Holdings plc(纽约证券交易所股票代码:NLSN)是一家领先的全球数据与分析公司,提供对媒体行业的整体和客观了解。  Nielsen的产品涵盖受众衡量、受众结果和内容,为客户和合作伙伴提供复杂问题的轻松解决方案,并优化其投资和增长战略的价值。  它是唯一一家能够提供去重复的跨媒体受众衡量公司。  对于Nielsen及其客户,Audience is Everything™(受众即是一切),Nielsen致力于确保每个人的见解都重要。 

Nielsen是一家标普500成分公司,在近60个国家和地区提供衡量与分析服务。  如需了解更多信息,请访问www.nielsen.com或www.nielsen.com/investors,以及在twitter.com/Nielsen、linkedin.com/company/nielsen、facebook.com/Nielsen和instagram.com/lifeatnielsen上联系我们。

关于Media Framework 
Media Framework促进消费者媒体和多元化的广告业务智能化。Media Framework的MAVEN Diversity面向广告公司和市场营销人员,在17个多元化类别推动媒体供应商的多元化所有权和报告情况,包括经认证媒体公司和分类媒体公司。 

Media Framework的MAVEN Diversity为各机构和品牌提供最全面的商业智能平台,以发现并与多元化媒体公司建立合作关系。  MAVEN的Diversity平台凭借十余年的多元化研究和专业知识,为广告公司和广告主提供有效增加多元化支出以实现多元化目标所需的工具。MAVEN于2008年和4家最大的控股公司合作开发,并于2012年推出MAVEN Diversity。  创始人兼首席执行官Kathleen Coffey于1999年通过本地市场分析服务Snapshot开启Media Framework,她的业务随着媒体行业的不断发展而蒸蒸日上。  她在购买、销售、设计、管理和利用媒体以及市场研究方面拥有30余年的专业经验。 

关于文化见解影响衡量(CIIM) 
CIIM™(文化见解影响衡量)是验证广告和节目中文化相关性增量价值的业界领先衡量标准,其证明了文化阐释40%的营销活动销售成功案例与观众偏好。  CIIM™是与AIMM成员公司合作创建,为品牌和内容创作者提供一项衡量其文化之旅进展情况的指南。  迄今为止,它已对400余个品牌的350场节目和1200则广告进行了超过60万次评估。

标志 - https://mma.prnewswire.com/media/1640443/ANA_AIMM_Logo.jpg

ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM)

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