The United States is a melting pot of cultures and backgrounds due to its vast size and diverse heritage. To effectively promote products in the US market, marketers must reach out to a diverse range of audiences.
However, in order to explore minority-owned television networks so as to reach diverse audiences, marketers must have visibility into the viewership of diverse-owned media. Though it was not always an easy game, the new partnership between Um and Roku makes it possible for marketers.
Aside from providing new opportunities for minority-owned networks, the partnership benefits marketers in a variety of ways.
Improve their audience reach:
Without any guesswork, marketers will be able to plan and invest in minority-owned networks more effectively because they will have access to the average audience size and exact viewership for each programme. Correspondingly, they can gain more insights into their target audience's needs and preferences over time by investing in them. As a result, by tailoring the campaigns accordingly, marketers can better reach their audiences.
Optimise their advertising budget:
Just because they couldn’t get enough data on various minority-owned networks, brands had to repeatedly invest in the same networks. But now the new partnership will provide more options and power for marketers to carefully analyse and invest in different networks. This way, they can better optimise their ad spend and also increase their chances of reaching new audiences.
As a result of this collaboration, marketers will diversify their ad spend on various minority-owned networks where they believe they could reach their target audiences. Thus, the competition in the space will be reduced. On the other hand, to differentiate their products from others in the market, the chances for brands to try different creative approaches to position themselves stronger are higher. Which, may in turn help them draw audience attention and create better ad impact with new audiences.
In a nutshell, the partnership between Roku and UM is all about bringing positive change and equity to the marketplace while providing new opportunities for minority-owned networks and marketers.