Mindshare Australia is launching an Australian first Inclusion Private Marketplace, as part of its mission to deliver Good Growth for clients, and ensure that the media it invests in on behalf of clients is inclusive, diverse and represents all Australians.
The Inclusion Private Marketplace (Inclusion PMP) consists of a selection of digital partners curated to support communities that are often underrepresented in Australian media. This includes media partners, content creators and content from communities such as First Nations, LGBTQI+, New Australians, Women, and more 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. Mindshare will roll out the Inclusion Private Marketplace for additional clients throughout the year.
Katie Rigg-Smith (pictured), 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 PMP 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 have 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.
For NAB, the launch is an extension of the great work that NAB and Mindshare are already doing with SBS and NITV including as a sponsor of SBS World Movies, and through their commitment to increasing investment in media dedicated to reaching and engaging First Nations audiences with the Beyond 3% initiative by advertising with NITV.
Suzana Ristevski, executive, group marketing (CMO), NAB, said: “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.”
The Inclusive Private Marketplace ladders from Mindshare’s global strategic platform Good Growth. Good Growth focuses on understanding a brands future sustainable growth and going after growth in a responsible and conscious way. Not all growth is created equal and in today’s world the expectation from consumers and society is that we do better as brands and an industry.
More diverse and inclusive media has a societal benefit, but also improves brand metrics. SKYY Vodka was a launch partner for Mindshare US and has already seen great success from the Inclusion Private Marketplace. The approach aligned closely with its perception as a strong LGBTQI+ ally and improved brand awareness.
Brett Islaub, national digital sales manager at SBS said: “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, said: “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.”
