Scott Gatz

1. Targeting Niche Audiences | 2016

2. We create a connection between brands and
the LGBTQ community that is unmatched
with other digital properties.

3. Most Visited LGBTQ Media Site
Most Followed LGBTQ Media Site
Most Visited LGBTQ Travel Site
Connect with the Most Trusted Voices in LGBTQ Media

4. 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 community
to engage at a personal and credible level.

5. Niche

6. Niche

7. Market Segmentation?
Targeted Markets?
Focus Communities?

8. Passion-Centric Communities

9. • 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

10. Differentiate in a sea of sameness

11. With Passion comes value for brands
70%LGBTQs pay a premium
for a product from a company
that supports LGBTQ
64%LGBTQs tell a friend
about a brand if they
were 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

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

13. • 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

14. Westin Heavenly Bed becomes remarkable
Create
This
Advertise
This

16. Challenges
&
Opportunity

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

18. Will they connect with the brand?

19. Will they notice that you are speaking with them?

21. “We can target those users through
Programmatic.”

22. • 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

23. “We don’t understand that audience.”

24. 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

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

27. • 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

28. When it works, you can have a hell of a lot of fun (and success)
165k
views

29. We are
Scott Gatz, CEO - @sgatz - @weareqdigital