Mindshare has created a private marketplace with a selection of digital partners curated to support communities often underrepresented in Australian media.
This includes media partners, content creators and content from communities such as First Nations, LGBTQI+, new Australians, women that have guaranteed brand safety standards for advertisers.
The first client to adopt the inclusion private marketplace is NAB, as part of its current brand campaign.
Katie Rigg-Smith, Mindshare Australasia CEO, says: “We are so proud to bring the Inclusion Private Marketplace to life, with NAB as the first client on board.
“There is a demand and a need for increased purpose and intentional investment in media and marketing activity, NAB shares our belief and passion in acting with purpose.
“Our team have been working tirelessly with our amazing media partners to create a marketplace that drives Good Growth through diverse and inclusive media investment. I’m thrilled to see it launch and have an impact on these under-represented communities and the media landscape.”
A marketplace combines the efficiency of programmatic with the exclusivity of direct deals and provides an invitation-only marketplace where publishers make certain premium inventory available to hand-picked buyers.
Mindshare worked closely with a number of key partners and is kicking off with SBS and NITV, and Guardian Australia, to align on content and content tagging that enables the agency to plan and serve ads based on an inclusive and diverse media approach. Additional media partners will soon follow.
Usually, ads would be targeted based on an audience. However, the Inclusion Private Marketplace doesn’t apply data to target an audience, tagging is based on the content, and who it’s created by. This ensures media dollars are being distributed towards supporting diverse content and the creators, in turn helping those communities to grow, and incentivising balanced journalism.
Suzana Ristevski, Executive, Group Marketing (CMO), NAB, says: “When Mindshare approached us about their Inclusion Private Marketplace, we knew it was the right platform and opportunity for NAB.
“This platform means we can support underrepresented communities in a tangible way, as well as build on our commitment to develop a more inclusive culture. We’re excited to be leading the way in this space and encourage other businesses to get involved.”
Brett Islaub National Digital Sales Manager at SBS: “Diversity, equity, and inclusion within media are incredibly important to SBS. Mindshare’s Inclusion Private Marketplace is a progressive step forward in supporting diversified and inclusive digital content within Australia, and SBS is proud to be involved in the initiative.”
Mason Rook, Commercial Director, Guardian Australia, says: "We have always delivered fearless independent journalism giving a voice to the powerless or underrepresented. Over the last few years there has been a consolidation of Australian media and concentration of ad spend to big tech, and that's why we are so excited to be working with Mindshare and their clients as they actively work to support communities who are underrepresented in the Australian media landscape."
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