Entertainment and lifestyle streaming TV service Philo has just announced an initiative that will place $1 million in ad impressions for over 20 Black-owned businesses and social justice organizations.
Philo, in a commitment to support various Black-owned businesses and social justice organizations, will be donating $1 million worth of ad impressions in the calendar year 2020. The streaming TV service places diversity, equity, and inclusion as critical pillars of Philo as a company. Due to recent events pertaining to racial injustice and systemic racism, Philo has used its platform to showcase organizations and businesses that uplift the Black community.
“In light of the recent events, we decided to use our platform as a place for good. We opened up our ad inventory space to provide space for discussions about systemic injustice, raise awareness for social good organizations, and provide Black business owners with an opportunity to promote their businesses free-of-charge. Philo is truly TV for everyone, and we want our ad presence on the platform to be uplifting and include diverse representation,” Reed Barker, Philo’s head of advertising, said in a statement.
The Black-owned businesses and social justice organizations will have a prominent platform to showcase their work and gain awareness on the streaming service that has more than 60 channels. With this initiative, the companies will be included in the ad campaign that will be featured on Philo’s platform and inserted on channels like A&E, aspireTV, BET, CLEO TV, Food Network, HGTV, OWN, TV One, and many more networks.
These companies and businesses will be inserted into the “local insertion” advertisement break. The traditional ad break is typically used by cable networks and streaming services for their own ad sales placements, so the advertisement inclusion does not add extra commercial time for Philo viewers.
Philo’s team has been working with some of the organizations and businesses to create ads utilizing the streaming service’s in-house design team.
Some of the businesses and organizations that will benefit from this initiative include Black Girls Rock, Color Of Change, Know Your Rights Camp, National Urban League, SIX/20 , Social Change Fund, SONSON, The LIME Foundation, and the Thurgood Marshall College Fund.