Targeting Niche Audiences | 2016

We create a connection between brands andthe LGBTQ community that is unmatched

with other digital properties.

Most Visited LGBTQ Media Site

Most Followed LGBTQ Media Site

Most Visited LGBTQ Travel Site

Connect with the Most Trusted Voices in LGBTQ Media

7.5mMONTHLY UNIQUE USERS

73mMONTHLY IMPRESSIONS

744kAPP DOWNLOADS

1.4mSOCIAL MEDIA FOLLOWERS

SOURCES: GOOGLE ANALYTICS, FACEBOOK, TWITTER, INSTAGRAM, ITUNES APP STORE

We provide exceptional reach into the LGBTQ communityto engage at a personal and credible level.

Niche

Niche

Market Segmentation?

Targeted Markets?

Focus Communities?

Passion-Centric Communities

• Multi-Cultural• AA• Hispanic• LGBTQ• Asian

• Activity Based• Climbing• Mountain Biking• Knitting

• Interest Based

• Wine Enthusiasts• Star Wars Fans• Collectors

• Lifestyle Based• Pet Owners• Cruisers • Gluten-Free

• Mix & Match• Gay Gamers

Passion Centric Communities

Differentiate in a sea of sameness

With Passion comes value for brands

70%LGBTQs pay a premium for a product from a companythat supports LGBTQ

64%LGBTQs tell a friend about a brand if theywere impressed by it

78%LGBTQs switch to brands that are known to be LGBTQ allies

SOURCES: NIELSEN, BUSINESS INSIDER, COMMUNITY MARKETING, INC.

+30%

Blacks spend more average HHI at retail

54%Hispanics more loyal to companies that advertise in Spanish

30%pet owners spend over 30 mins/week researching pet topics

• Communities congregate• Likely to be friends / followers of each other• Share their opinion & seek others’ opinions

Communities are tightly connected

• Connections lead to WOM & Sharing• Targeted nature allows things to go viral more quickly• Sharing with other members of community turns to re-shares

Passion = desire to share

Westin Heavenly Bed becomes remarkable

CreateThis

Advertise This

Challenges &

Opportunity

“They’ll see our ad campaign on all the major sites.”

Will they connect with the brand?

Will they notice that you are speaking with them?

“We can target those users through Programmatic.”

• Branding Campaigns vs. ROI• If advertisers want to “own” a community, then they need to be

unmistakably vocal and visible• Publisher’s ability to deliver highly custom executions• Helping the advertiser look like they understand the consumer

better than their competitors

Flight to Quality

“We don’t understand that audience.”

Expertise speaking to a highly targeted audience

Creating shareable, engaging content

In a voice that resonates

Topics and Story angles unique to the segment

Branded Content That Resonates

Content is amplified better since Social Media presence is highly connected. Ability to finely target Email, Daily Newsletters and Custom Promotional Units.

• Some clients just can’t turn over the keys to your editorial team• Lack of understanding of the market makes them want to stick

to “tried and true”• Some topics are just too far afield to relate to your audience, but

almost all can be

Branded Content Challenges

When it works, you can have a hell of a lot of fun (and success)

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s

We are

Scott Gatz, CEO - @sgatz - @weareqdigital