LBDigital Launches Gender-Neutral Fashion Audiences
Marketers will soon be able to target gender-neutral audiences with the help of LBDigital, following the launch of a new data segment for audience targeting: Gender-Neutral Fashion and Beauty Fanatics.
How are gender-neutral fashion audiences different from traditional fashion audiences?
For decades, marketers have used gender targeting in advertising, relying on basic demographic data as a way of identifying and engaging with consumers
Usually when marketers choose to target an audience interested in fashion, the audience has been built from online signals such as product purchases and social media content and is overlaid with gender targeting to ensure that the products shown to users in advertising are as targeted as possible.
Why is the launch of gender-neutral targeting important?
According to the National Center for Transgender Equality, an estimated two million people in the U.S. do not identify with the gender they were born with. The need for brands to respect gender neutrality has become increasingly crucial in marketing as they try to avoid the loathed label: "out-of-touch". A Campaign article asked whether all marketing to children should be gender neutral, following a gaffe from a clothing store who had launched gender-specific clothing lines.
LBDigital’s new audiences reflect society’s increasing awareness of gender as a spectrum and were built to improve the relevancy of gender-neutral advertising across channels.
How are gender-neutral audiences built?
“When it comes to building new audiences, data quality is always a priority. But we knew we needed to be particularly sensitive when it came to gender identity.”
Amy went on to explain that in order for a consumer to qualify as non-binary, they must have at least 10 engagements with gender-neutral fashion and beauty brands online such as web form submissions, product purchases, and social media content. “The result,” Benicewicz says, “is a scalable audience with a high level of accuracy and recency that can be reached across channels including digital, postal and email.”
Where can marketers access LBDigital's gender-neutral audiences?
The Gender-Neutral Fashion and Beauty Fanatics audience will soon be available in major platforms for targeting, starting with Lotame by October 15 of this year. To access the audience immediately, buyers can request access from LBDigital and the segment will be delivered to their preferred platform for targeting.
Additionally, on request, advertisers also have the opportunity to build custom audiences of consumers interested in specific non-conforming brands, such as:
Aesop
Agender Fashion
Allies of Skin
Asarai
Beth Nals
Curology
DB Berdan
Eckhaus Latta
Fluide
GFW Clothing
Jacqueline Loekito
Jecca
Mortar and Milk
Nico Panda
OneDNA
Panacea Skincare
Peau De Loup
Phluid
Rad Hourani
Rich Minisi
Sam Farmer
Schaf Skincare
Telfar
The Ordinary
Tomboy Exchange
Too Good
W.Concept Agender
Wilde Vertigga
Audience targeting is an ever-evolving task. As trends in society change, there will always be the need to rethink or re-invent data segments. Gender-neutrality is just one example of where the advertising industry needs to catch up with social change. At LBDigital, we continue to innovate, launching audiences in line with our clients' needs.
Not sure how to get started with audience targeting? We'd be more than happy to walk you through the different segments we offer which may satisfy your needs. Contact us today to discuss your ideal audience >>
