American Airlines, Mandalay Bay and the Florida Keys Tourism Council have signed on as the national launch sponsors for Gay Ad Network, Gaycast’s new video advertising network and syndication platform targeting gay and lesbian consumers. Through it, advertisers can execute display, mobile and video campaigns across hundreds of gay and lesbian websites with unified reporting and optimization. The platform supports pre-roll video with companion ads, video overlay ads, custom players, video contests, and sponsored video content.
Market statistics suggest that the gay and lesbian community is an attractive one for advetisers to target. Three-quarters (74%) of all Americans believe the economy will improve or remain the same this year, however four in 10 lesbian, gay, bisexual and/or transgender (LGBT) (35%) expect the 2011 economy to improve, while that optimistic attitude is held by only 29% of heterosexual adults, according to a new survey conducted by Harris Interactive and Witeck-Combs Communications. (via MarketingCharts).
An even higher percentage of gays and lesbians (39%) expect economic improvement this year. Comparing LGBT economic expectations to those of heterosexuals, LGBT adults are also more likely to say the economy will stay the same (49%) than heterosexuals (44%). However, heterosexuals are 59% more likely to expect the economy to worsen in the next 12 months (27%) than LGBT adults (17%). Total respondent results skew closely to heterosexual results.
LGBT Have Higher Levels of Financial Security
In addition, when asked about their own financial security compared to last year, 30% of gay and lesbian adults and 27% of LGBT adults agree overall they feel more secure, while the same can be said of just 19% of heterosexual adults or total adults. Interestingly, percentages of respondents saying they are much more secure this year than last are almost identical across all respondent demographics.
The big difference comes in percentages saying they are somewhat more secure (26% GL, 22% LGBT, 14% heterosexual and total). LGBT are also more likely to say they feel the same level of security than last year (42%), compared to gay/lesbian (38%) and heterosexual/total (36% each). Furthermore, LGBT (28%) and gay/lesbian (31%) respondents are much less likely to report feeling less financially secure than heterosexuals (44%) or total respondents (42%).