Initiative has launched a national media diversity directory to coincide with its inaugural Forgotten Upfronts, a platform for publishers catering to niche audiences to showcase their offerings.
The Diversity Directory is an open-source website for the media industry to search for and contact publishers.
The first Forgotten Upfronts yesterday attracted a huge audience.
“We were blown away by the industry response to this event,” says Initiative chief strategy officer Chris Colter.
“To have more than 500 of Australia’s leading marketers, publishers and agencies join our Forgotten Upfronts is testament to the importance we all see in breaking our marketing biases. Feedback has been incredible and we can’t wait to host many more in the future.”
The Forgotten Upfronts showcased four businesses:
Starts at 60, which exists to connect brands with digitally savvy +55 year-olds, showcased how they are evolving from a media publisher to a content and commerce eco-system. Headlined by their boomer marketplace, they are providing brands direct opportunities to capitalise on one of Australia’s most affluent audiences.
NITV, highlighted a suite of premium First Nations program releases and integration opportunities, such as Yokayi Football, Mob Breakfast and Ernie Dingo’s travel show “Going Places”, returning with four new First Nations hosts.
Boomtown reminded marketers that all tentpoles and solutions they are seeing in metro upfronts are available in regional/rural Australia, whilst also showcasing a suite of workshops and open-source planning tools to change perceptions of regional Australians media habits.
S&J shared emerging opportunities to target Chinese Australian audiences across Chinese streaming, social, and shopping channels, alongside announcing their Multicultural Premium Network - enabling marketers to customise engagement to over 57 different nationalities.
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