Media planning and buying platform SRDS has launched new tools designed to help agencies and brands activate commitments to diversify media spend and connect with diverse and inclusive audiences and media owners.
The SRDS Multicultural and Inclusive Media platform is designed to enable users to identify and compare media that reach inclusive audiences across B2B, consumer, newspaper, radio, TV, out-of-home, digital and direct marketing media channels more efficiently.
The platform includes a searchable database of more than 5,000 U.S. titles that identifies media that targets six M&I audiences: Black, Asian, Hispanic, Native Americans, LGTBQ+ and People with Disabilities.
Among its capabilities: users can initiate contact with media reps and send RFPs directly from the platform. More generally SRDS says it helps agencies and their clients better understand the M&I landscape and uncover relevant options to reach a target audience.
Separately, The SRDS Diversity Ownership Report, which will be available later this year, identifies thousands of media properties that are at least 51% owned and controlled by women and minority groups.
“The industry has made great strides in the past year to diversify their media spend and not only support minority owned media, but better connect with M&I audiences,” says Heather Petaccio, President, SRDS. The new tools, she added, will help agencies and their clients follow through on those commitments.