The Secrets of Advertising: Sassy Ways to Target Gays

Advertisers have a number of tricks for targeting the LGBT market. A panel of experts at an Adweek conference earlier this week shared a few of them.

For example, include a logo for the Human Rights Campaign somewhere in the ad and a gay person is likely to notice while others won't. Or cast "gay vague" characters.

Other tactics are more overt. The viral video series Sassy Gay Friend ventured heavily into product placement for a water-flavoring product named Mio. There was nothing sly about its promotional role, making getting paid part of the punch line.

Learn more in the video below.
AW8 - Where's the LGBT?by advertisingweek