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Marcus Johnson (00:00):

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(00:25):

Hey gang, it's Monday, December 8th. Paola, Emmy, Damien, and listeners, welcome to Behind The Numbers, an eMarketer video podcast made possible by Viasat Ads. I'm Marcus. And joining me for today's conversation, we have two analysts who live in New York. One of them is called Paola Flores-Marquez, welcome to the show.

Paola Flores-Marquez (00:42):

Hello. Thank you so much for having me on again.

Marcus Johnson (00:45):

Of course. The other one is Emmy Liederman.

Emmy Liederman (00:47):

Hello, thanks for having me.

Marcus Johnson (00:50):

Hello to you. And a special guest for today, CEO and Co-founder of Revry. Living life in LA, it's Damien Pelliccione.

Damien Pelliccione (00:58):

Hi, everybody. Great to be here.

Marcus Johnson (01:01):

Hello, fella. Whenever we have a special guest on, we start, of course, with a speed intro.

(01:09):

First question, just for Damien, because the folks have met Emmy and Paola before, what do you do in a sentence?

Damien Pelliccione (01:16):

I am the CEO, Chief Executive Officer, and one of the four fabulous Co-founders of Revry, the LGBTQ streaming network.

Marcus Johnson (01:25):

Very nice. And what's a childhood hobby you wish you'd never stopped?

Damien Pelliccione (01:31):

A childhood hobby that I wish that I never stopped probably would've been continuing community theater. I used to do a lot of musicals when I was a kid. Loved singing and dancing. Of course, that was my love for the arts and entertainment. And every year I would perform or at least audition for the local community theater musical. And then after I left, of course, my mom and dad started producing for the local community theater, but I missed that. It was always fun. It was always a lot of fun to put on a show.

Marcus Johnson (02:02):

Do you have a favorite theater production at the moment that you've seen recently?

Damien Pelliccione (02:05):

Oh my gosh. I am going to shout out my friend Drew Droege's play that's off Broadway right now. Messy White Gays, which is performing on 42nd Street off Broadway. It has Pete Zias, Drew wrote it, he starred in it. It's probably, I think, one of the funniest shows right now running off Broadway.

Marcus Johnson (02:28):

Okay. Very nice. Go see it, folks. Emmy, how about you?

Emmy Liederman (02:32):

There was a season when I was a kid that I did gymnastics, and I quit. It just didn't really stick with me in my busy schedule as a sixth grader. But I think it would be cool if I, not at the Olympic level or anything even professional, but if I could still do a flip or something, I think that would be fun.

Marcus Johnson (02:55):

When would you use that though? Just getting out of the car?

Emmy Liederman (02:56):

Just to impress people.

Marcus Johnson (02:59):

On the way to the restaurant?

Emmy Liederman (03:02):

Every once in a while, when you least expect it, I guess.

Marcus Johnson (03:07):

Paola, how about for you?

Paola Flores-Marquez (03:09):

I wish I had never quit kickboxing. I really loved kickboxing. It was really fun to spar, and it just gave me a lot of confidence. I actually got out of... Someone tried to pick a fight with me in middle school once, and I don't think they were actually scared of me. I think they saw me drop into a kickboxing stance and they thought I was so weird. They were like, "You know what? I give up. I don't know what you're doing here, but this is not something I want to be involved with," so.

Marcus Johnson (03:09):

Yeah.

Paola Flores-Marquez (03:37):

Yeah, shout out to kickboxing.

Marcus Johnson (03:40):

Well, these are fantastic. Anyway, now we know our guests a little bit better. They're the three folks we have for you for today's episode and today's real topic, why reaching the LGBTQ+ audience makes good business sense. All right, folks. Let's start here. Damien, who is Revry?

Damien Pelliccione (04:05):

Revry, we are the world's largest LGBTQ streaming network, and we're also an ad tech platform. It was co-founded by myself; Alia J. Daniels, our COO; Christopher Rodriguez, our Chief Creative Officer; and LaShawn McGhee, Board Member at large. We started this company 10 years ago. It was really inspired by Apple TV when they created the tvOS operating system so apps could go open source and developers could develop basically their own application for the big screen as opposed to the small screen on your phone or your iPad. And we saw an opportunity, of course, to not just develop for them, but develop for Roku, which was already in market and Amazon Fire, which was already in market. And of course, now our app lives on every single type of streaming device, mobile platform, web version that you can think of. And we sit around seven million monthly active viewers with over a thousand hours of amazing content that you can watch at any given month.

(05:02):

We license from Warner Brothers and Lionsgate and BBC. And then we also create original content, all underwritten by brands. Everything you watch is completely free, very much like Pluto or Tubi. The difference is, of course, this is all queer, queer adjacent, or queer culture related content. And the real exciting thing is that we sit now at about seven million monthly active viewers across all of our touchpoints. And then we also on top of that built PrismRiot, our ad tech platform, which connects to all of those amazing places that we distribute to. So we are able to sell and broker over one billion CTV video ad requests available for sale in any given month.

(05:49):

And then beyond that, this year we debuted our DMP, our data management platform just after Pride season, which I'm excited to say. And September won the Digiday Award, beat out Nexxen and Nexstar, two publicly traded companies. We were the only independent DMP on that list to win Best Data Management Platform of the year by Digiday, which was a really exciting moment for our company. That's us in a nutshell.

Marcus Johnson (06:16):

Very nice. And you started the company because you were telling us you just couldn't find this type of content.

Damien Pelliccione (06:25):

Yeah.

Marcus Johnson (06:25):

And so that was the, yeah, please.

Damien Pelliccione (06:28):

We couldn't. I think every good entrepreneur creates something for themselves. This has a very big social and impactful component to why we built this. Alia and LaShawn two Black women. Alia's an ally, LaShaun a Army veteran and both of us neurodivergent. Chris, Hispanic gay man, we really did not see a lot of our own stories reflected, not in a way where you could have one platform that would accumulate all those stories in one place. And so that was really the inspiration behind why we built Revry.

(07:04):

And from there, a lot of the times we were seeing on the ad tech side why we built the ad tech was because we were getting roadblocks from us being able to really scale our inventory and think about how we were positioning and selling and marketing multicultural video inventory to buyers, to the agencies and the media planners and brands. And that was, I think, a real big opportunity because programmatically, again, like I was saying, we have over a billion CTV ad requests available for sale at any given month because all of the partners that we went to the Samsungs, the TiVos, the Vizios, all of our big platforms said, "Hey, you are not great at selling multicultural."

(07:48):

We're actually better at this because we are multicultural inherently as a community. We are very intersectional and we understand those nuances and we have lots of buyers who are interested in this type of inventory.

(07:59):

So they all gave us the green light and said, "God bless, keep going. Here's a seat programmatically." And that allowed us to really scale our business.

(08:06):

And then Emmy and I talked about this about a month ago on an IPG upfront, multicultural upfront that she was so amazing at moderating with myself a fireside about the importance of this data being held for and by our community, which we can talk about in a little bit. But I think data, I believe is a currency of the future as it relates to media. We're seeing this obviously with the advent of AI and what data means to AI, and we are now the biggest proprietor of the first party opt-in LGBTQ data from a CTV environment, which I think not even now will be extremely powerful as we continue to grow.

Paola Flores-Marquez (08:50):

Yeah, that's so important. Yeah. I know sometimes when I'm writing reports, it's like, what advice do I give advertisers and agencies and marketers? And it's like hire people from these communities, but not everyone has a budget to hire people from those communities. Some platforms are very small. So it's very, very important to have these dedicated spaces that are made up of people who are actually part of that community. That's what lends authenticity. And as we know, authenticity is a major aspect of... Is one of the main focal points that are desired amongst younger generations.

Emmy Liederman (09:23):

I think something that we talked about a lot at this panel was this idea of what does it actually mean to show up for a community? And when can you recognize when something is maybe outside of your wheelhouse or when it's something that you can do in house? Best example being the way that you approach creative as an organization. If you don't have the people in the room, if you don't have members of a community who can speak to what that experience actually is like and show you how to represent that in a creative, you can think about where you're buying your media and buying your media alongside networks and shows that are made by people and have that talent in house so you can support the queer community in other ways, in ways that your consumers pay attention to and appreciate. I think that was an interesting mindset shift for me.

Damien Pelliccione (10:19):

Yeah. And just to add to that, I completely agree. I think authenticity in my opinion, humble opinion, breeds success. And I think regardless if it's on social media or IRL in real life, we know we can smell, audiences can smell authenticity from miles away. And I think one of the biggest and most important things come, to Emmy, to your point, is who are you buying from? Are you buying from sources that actually are from that community? And I think this is where multicultural owned and operated platforms like Revry or Canela or Revolt TV who cater to very specific audiences are really important factors in the success of an ad campaign, not just in the planning, not just in the creative, because we understand the audience because we are the audience.

Marcus Johnson (11:12):

Damien, tell us a bit about what folks advertisers in particular misunderstand about advertising on an LGBTQ+ streaming platform.

Damien Pelliccione (11:21):

Yeah. I mean, the first misconception, and I mean, I touched on this on our fire side too, was you do not need to have LGBTQ specific creative to be able to, I think, tap our audience or at least to start to spend money and test against our audience with your general creative. I think a lot of misconceptions or a lot of roadblocks that marketers and agencies and brands first think about when trying to dip their toe into niche audiences, and I hate that word niche, but specific audiences, I'm going to say, because we're not niche. We spend $1.7 trillion a year in the United States. We're the third-largest consumer group right outside of Hispanic and white. That's the power of the LGBTQ dollar, $1.7 trillion. It's a huge white space right now in terms of brands being able to own their sector.

(12:14):

I think that becomes a roadblock that they think mentally is preventing them from actually dipping the toe to wanting to start to spend with the community. We don't need to see a gay couple, lesbian couple, or trans person in that ad for us to know that you are actually supporting us. You just need to show up in environments where we are watching or we are existing, and Revry is a queer environment in which McDonald's can have their general ad or Coca-Cola can have their general ad.

(12:46):

And I think one of the most important things from a creative standpoint is that you should show intersectionality. And intersectionality, of course, is not one gender, not one race, not one language, not one sexual orientation. That I think you should have in just general creative in my perspective for a successful campaign, which then can run across all different platforms and you don't have to allocate or specifically create ads that are targeted Hispanic, Black, or LGBTQ, just have us show up in general.

(13:14):

And I think in that respect, if we see you showing up in environments like Revry, and it's 365 days a year, right? Always on, all year round, we have now campaigns at least and success stories at Revry of brands that are doing this, making true investments, 365 days a year investments in our platform with their general advertising. And we can prove double, triple, sometimes ROAS by comparison to what the average is in CTV.

Marcus Johnson (13:49):

And it comes back to, I love this quote you say, "There are multiple different things I can identify with in creative that speak to me and are not just about being queer."

Damien Pelliccione (13:57):

Yes.

Marcus Johnson (13:58):

Powerful.

Paola Flores-Marquez (14:00):

I mean, there's a lot of things that come up to me as you're describing all of this. One of them is that the beginning of the gay rights movement back in the, well, not the beginning, but the big flashpoint in the '70s of it was such a big deal to have corporate entities that are very real respected show up in spaces because it signified you're safe, right? You will be accepted here. You will be welcome. Your business is welcome.

(14:21):

And obviously, this has turned into something much more complicated now in modern day, and we have a lot of conversations about rainbow washing and all this other stuff, but that sentiment is still there where if you show up for people, they will show up for you too. In the same way also, if you alienate this group, they will organize and they will boycott. But when you earn their loyalty, it is monumental.

Emmy Liederman (14:21):

Yeah.

Damien Pelliccione (14:44):

Yeah. And look, case in point, sorry, I'm just going to jump in real, is like Target, right? Target's a great example of what you just said. And what's interesting is they had the community for so many years and then they turned against the community and the community revolted, even whether it was Black, Hispanic, and LGBTQ is all minority groups that are like, "Hey, you took our products off the shelves. You took a blind eye to supporting us, and now we are going to mess with your business by stop buying from you."

Emmy Liederman (15:13):

We know that LGBTQ+ communities are especially sensitive to brands pushing back or changing their DEI policies, and they pay a lot of attention to that. Going off of Paola's point about how if you show up for them, they will show up for you, it's now 9.3% of the US population is LGBTQ+ and 23% of Gen Z is LGBTQ+. We know that Gen Z especially has very low brand loyalty. Unless you give them a strong reason to keep buying from you, they will go on TikTok Shop the next day and buy something that's half the price of what you're selling them.

Paola Flores-Marquez (15:52):

I would also add that it's not just the LGBTQ+ community itself, right? It's the people who support them as well. We have a chart in our database that says over 40% of US adults would increase support for a brand that stands for LGBTQ+ issues if they were made aware of it, so there's a large ripple effect coming from this.

Damien Pelliccione (16:17):

Yeah. This pushback on DE&I has been a real threat to a lot of multicultural businesses, but it's interesting to see the brands that are actually pushing the opposite direction saying, "No, we're actually going to double down. We're going to support and be more vocal for these multicultural kind of audiences," be it Hispanic, Black, LGBTQ specifically, AAPI or anything else, even disabled, or the ability community.

(16:44):

I think this is where in that case, those are the smart brands that are looking at the statistics like Emmy just mentioned that are like, "Oh, wait a minute. If we need to find net new consumers that we want to bring into our platform, maybe we need to be speaking to LGBTQ Gen Zers." If it's 23%, almost one quarter of that entire population, which is a massive population, my firm belief is that you will not exist in five to 10 years because it's such a massive part of the population, the general population, that you need to make sure that you are addressing with your dollars, your advertising dollars and cents these audiences if you want to reach scale, true scale.

Marcus Johnson (17:30):

Yeah. It's such a large community as we've given up the numbers. A lot of this we're referring to is from Gallup. One in four folks in their 20s identifying as LGBTQ+, nearly one in 10 Americans overall identifying as part of this community. Damien, it's interesting because you have folks who are in the community, but you also have viewers of your streaming service, I'm sure, who aren't in community, right?

Damien Pelliccione (17:56):

Yes.

Marcus Johnson (17:57):

Tell us a bit about that, and also how you've been able to gain traction in a very crowded, highly competitive streaming TV universe.

Damien Pelliccione (18:04):

Yeah, so it's not easy. And I'll tell you, so of our seven million monthly active viewers, I don't know if you noticed, but I did not say that they're all LGBTQ because we actually cannot quantify because we say viewer, not user, because we don't necessarily own the user if it's Samsung's user or Vizio's user or Roku's user, they do. We do have data points through our DMP and the exchange and obviously just our general performance and our content and our channel on who those viewers are and what they like to watch. And we can through lookalike marketing, obviously, base assumptions, or we'll target them, QR codes and surveys like we did with our big hit show King of Drag, which did a simple QR code survey during in between a commercial break with no incentive other than want to see a season two, and we had over 20,000 people scan that QR code so we got 20,000 data points from that one show, which was crazy. That was unheard of. That was our first time at that success level.

Paola Flores-Marquez (19:00):

It's also impressive that you-

Damien Pelliccione (19:00):

With a QR code.

Paola Flores-Marquez (19:00):

Yeah, a QR code is the most shocking part of that because people hate QR codes.

Damien Pelliccione (19:03):

Shocking. No, and it's like you had to hold your phone up and scan, I won't say that it was the most well thought out.

Paola Flores-Marquez (19:04):

It worked.

Damien Pelliccione (19:11):

But still, the fact that 20,000 people took that five question survey just for the sake that they were so into the content and they had brand loyalty to Revry, we were able to collect and obviously build more data points within that DMP. But we don't say that you need to be queer to watch. We actually think that's a good thing. If you are an ally or you know nothing about our community and you just want to watch great entertaining content so you could see what our culture is about, queer is a culture.

(19:42):

And so that, we are not just a demographic, we are not just a minority group, we are a culture. And I think that is the standpoint that Revry really takes is how are we changing and affecting the conversation around culture even outside of our own community where we could be seen as a safe space and an educational tool, and somewhere where you can just engage. Maybe you just want to learn what pronouns are and we have things like learn the words, a great, simple, short series, which you'll see sometimes in between our programming to teach folks on how pronouns work.

Marcus Johnson (20:18):

I think also a big part of this is that prices are still top of mind for a lot of folks. And one of our big trends for next year written by our video expert, Ross Benes, was that streaming subscriptions at 20 bucks a pop or more in a lot of cases will push viewers toward ad supported or free, completely free alternatives.

Damien Pelliccione (20:37):

And we are free queer TV. That is our catch line, right? It's like you do not need a credit card, you do not need a subscription. Now we do have a subscription for the super fan who wants to turn off ads, but that is a really small population of our users and it's not something that we're marketing to. I always say it's like selling this T-shirt, that's what our subscription is. But our focal point in all of our marketing and all of our messaging is about free queer TV. We want anyone to be able to see themselves reflected regardless of socio and economic background.

Paola Flores-Marquez (21:04):

But I think it just highlights the importance of having this accessible to the people who need it, especially if they're in communities that do not prioritize it and to have it be a little barrier to entry and have it be free.

Damien Pelliccione (21:17):

Exactly. And it's free all across the world too. And we do have two localized channels. We have Revry Latinx, which is all in Spanish, focused on the Hispanic American population, but is really big in Mexico and we do have Revry Brazil as well. There's lots of great content to be watched even just outside the United States.

Marcus Johnson (21:39):

There's always been this relationship between price and paying for something, and not paying for something and watching ads as a result of it. I'm throwing this chart up on the screen for viewers who are, folks who are watching the podcast, data from Hub Research in 2021, 60% of folks said they would rather save money versus 40% who would rather avoid ads. By 2024, those scales are tipped further in save money's favor at 66% to 34, so some data to support that point. Let's end folks with talking, we touched on it a little bit, but I want to talk a bit more about what have been some advertising success stories and maybe other times where advertisers could have done something differently to hit the mark when it comes to queer representation in media. And that goes to everybody. Any thoughts there?

Emmy Liederman (22:25):

Success story, I would say this is just a show that I feel like really encapsulates the queer experience, especially around college, the show Overcompensating. I don't know if you guys have seen it. It's on Prime Video. I just think it does a really great job at reflecting the fact that coming out isn't exactly a linear journey, which I think a lot of advertisers fall into this trope of coming out is something from point A to point B. You do it and then you're an out person, you're happy and for the rest of time, everyone knows your sexuality before you even open your mouth. We know that life doesn't work that way, so I think that show does a really great job of underscoring that messy experience.

(23:07):

And then this is a tiny little promotional thing from a brand that I thought was interesting. During Pride this year, Lyft gave out coupon codes during the day of Pride that was something about like, "If you see your ex and you want to leave the party, here is this discount code."

(23:26):

And it was so simple, but I was like, that's such a real experience, especially for queer women. Everyone is two degrees of separation away from each other so it's just a very real experience, and all it was was just a stupid coupon code. And it was so effective and it wasn't pandering and it was just on the nose. Those are my two examples. It relates, it targets, I think it's like the best advertising because if you're within that community, you will especially appreciate it, but I think everyone can relate to it to some degree.

Paola Flores-Marquez (23:57):

Yeah. I have two, I guess. One, I was in Mexico City this summer and I saw Levi's campaign there and I think I loved it because of that subtlety as well where you looked at it and you'd just be like, "This is just an ad," but you look closer, and it's definitely the current trends going on in queer communities, which I appreciated. And also, I was in Mexico and coming from the middle of nowhere in Mexico in a space where they literally, they just had their first Pride parade and it was just them in the cars driving around town, which is really cute. It was really special.

(24:29):

But also as a solid millennial, Broad City for me will always be an excellent representation, a good representation to queer media. Because I think again, to Emmy's point, it was very frank, not just about how coming out is a constant thing, but also the conversations that you have with friends, even amongst the queer community about what does that look like and how are you feeling, and the discomfort, but also the understanding and the support. I love Broad City, and it's so funny and so cute.

Damien Pelliccione (25:05):

Love Broad City. I'm going to give a bad one and I'm going to give a good one. And I think the bad one, this is really funny, Emmy and I were talking about this, was the new season of Just Like That, which was so sad because we had this whole conversation in our prep call actually for the IPG upfront and then we even brought it up on stage, which was fun, but it's like, who which character do you identify with? But unfortunately, I think that they missed the mark on some of those characters, and I'm really sad because it's Sex in the City, which is so nostalgic.

(25:35):

And then I think a real good example, and I'm going to shout out our company right now, but one of my favorite brand integrations that we did this year outside of e.l.f. Cosmetics and King of Drag, which was great and they had lots of great success was McDonald's with our International Vogue League, our World Pride Ball that we did in DC. But McDonald's sponsored two different categories, the runway category and the face category. And of course, it's all about fashion, it's all about the look. And it was an open to all category, which means that anyone from the community can sign up and walk and try to win $1,500. And it's a round-robin of course, they face off against each other until we get down to the final two and then there's a winner.

(26:15):

And in the runway fashion category, these kids brought these iconic looks with the nostalgic red and yellow iconography and the golden arches from McDonald's but in these real cool hip modern ways. I judged this category, guest judged this category, and it was really hard to select the winner. And we found out afterwards, Bang Garcon, who's the father of the House of Garcon in DC is a professor at Howard University for fashion and fashion design and made a lot of his kids make this look as their final project, so we were getting these fashion students coming and walking, and they were serving such an amazing look and so much amazing energy and attitude that it was real, real tough to judge. But I mean, the fashion was so on point and that was a great example of a brand allowing the audience and allowing our community to be creative on their own.

Paola Flores-Marquez (27:16):

Wait, I forgot.

Marcus Johnson (27:16):

Sorry.

Paola Flores-Marquez (27:18):

I forgot to give a bad one, which is-

Emmy Liederman (27:18):

Yeah, I was like, "Are we?"

Paola Flores-Marquez (27:19):

I was like, "Wait."

Emmy Liederman (27:22):

We're in a weirdly amazing mood and we have nothing negative to say. I'm surprised.

Paola Flores-Marquez (27:26):

No, I have a general one, I'm not going to call anyone out, but I will say that if your Pride merch is lazy, that's homophobic. Do not just slap a rainbow on something and hand it to me. No, absolutely not. Hate crime, so don't do that. Put effort into it. Make it cool. Automatic slay. Sorry, that's it. That's mine.

Damien Pelliccione (27:46):

I agree.

Marcus Johnson (27:48):

One thing I wanted to mention, and I think this goes not across everybody's, but I think there's something that comes up every year. And I think folks still haven't caught onto this, which is that advertising only in June is painfully transparent, and it's contributing to this perception that people have, 70% of LGBTQ+ adults thinking customers participating in Pride Month participate in Pride Month because it's going to help their business. And you can see from this chart on the screen, those numbers is from a Pew Research Center. 35% think companies do it because they feel pressured. That's the only reason. And 16%, only 16% think they do it because they genuinely have a genuine desire to celebrate this community.

(28:30):

And so yeah, just to mention, Black history still matters after February, Black History Month. Women's history still matters after March, Women's History Month. Arab-American things happen not just in April, and so on and so forth, Hispanics, all the communities who have their specific months, LGBTQ+ Pride community have things to say outside of June and so I think-

Paola Flores-Marquez (28:56):

I would also say that one way to demonstrate that support year round is to support causes and donate. Even if you don't want to make an explicitly queer campaign and that's whatever is appropriate for your brand, by supporting these institutions or these other efforts that are happening externally, you are signaling that to your customers as well.

Marcus Johnson (29:14):

Yeah.

Emmy Liederman (29:14):

And also, working with queer creators because they have definitely reported a dip in business after the month of June, or just in general, they're so busy during the month of June and then everything slows down. That is a way just working with someone who talks about queer things or is queer and has a platform and is offering representation, you don't have to work with them on a queer campaign, but just showing up and funding their work is important.

Paola Flores-Marquez (29:44):

Yep,.

Marcus Johnson (29:45):

Yeah. Very nice.

Damien Pelliccione (29:46):

I always say that I'm still gay after June. That's the way that, I'm still buying cars. I'm still buying products from my house. I'm still buying fashion. I'm still buying, going out to eat, so just to try to make message to me and my community in an editorial moment, which is really what they are looking at. They're looking at Black History Month, Women's History Month, Hispanic Heritage Month, Pride Month as editorial moments.

(30:12):

Emmy made actually a really good point when we were on the panel too, I'll go back to something that she said just about it's the most competitive time to be messaging to our community, so why do you want to compete against everybody else who's trying to slap a rainbow flag on it where you actually could own July, or August, or September, or Trans Day of Visibility or Trans Day of Remembrance, or Pride History Month in October, or National Coming Out Day in October.

(30:36):

There are so many other editorial moments throughout the year or opportunities for you to be owning a specific day that our community pays attention to. There's a day for everything, and I think brands are not necessarily thinking about outside of those editorial moments, and I think it's a real shame because, look, when we look statistically at whether or not you are supporting us as a cause, or if you are just thinking about how to bring net new consumers, and think about good business sense to be able to be messaging to us, in the United States, about 39% of folks who are conservative or identify as conservative will support LGBTQ marriage and LGBTQ organizations.

(31:21):

So even the other side of the community that may or may not, you'd think in red states support us, there's about 40% that are supportive of our causes and our community and our culture, and that number is only growing again with the younger generations. Regardless if you don't support a social economic platform or a demo like us, I think one of the most important things is to be thinking what is good business, and how do you support that from your investment, from your spend?

Marcus Johnson (31:53):

Yeah, excellent point to end on. Thank you guys so, so much for all being part of the conversation. Thank you first to Paola.

Paola Flores-Marquez (31:59):

Goodbye everybody. It was nice to see all of you. Well, it was nice for all of you to see me. Bye.

Marcus Johnson (32:05):

Thank you to Emmy.

Emmy Liederman (32:07):

Thanks for having me. This was great.

Marcus Johnson (32:09):

And thank you, of course, to Damien.

Damien Pelliccione (32:11):

Thanks so much. And definitely check out revry.com for all things Revry.

Marcus Johnson (32:16):

Yes, indeed. Thank you to our whole production crew. And to everyone for listening in to Behind the Numbers, an eMarketer video podcast made possible by Viasat Ads. Make sure you subscribe and follow. Leave a rating and review. I'll see you on Friday. But on Wednesday, you can hang out with Suzy Davidkhanian on our Reimagining Retail show where she explores what Thanksgiving told us about this holiday shopping season.