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Philo Donates $1 Million Of Ads for Black Businesses

(Image credit: Philo)

Streaming service Philo said it is donating $1 million worth of ad impressions as part of a campaign aimed at to support Black-owned business and social organizations in 2020.

“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, head of advertising at Philo.  

The ad began running in the third quarter on Philo’s platform and inserted on channels including A&E, aspireTV, BET, Cleo TV, Food Network, HGTV, OWN and TV.. The ads are inserted into the “local insertion” advertisement break. 

Beyond the initial ad commitment, 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. 

The organizations Philo is wiring with includes: aspireTV's aspireMKTPLC (opens in new tab); BEVEL (opens in new tab)(A Walker and Company Brand); Black American Music Association (opens in new tab); Black Girls Rock (opens in new tab); BlackNation (opens in new tab); Boston University Center For Antiracist Research (opens in new tab); Color Of Change (opens in new tab); EMPOWRD App (opens in new tab); Harlem’s Fashion Row (opens in new tab); Know Your Rights Camp (opens in new tab); LEAP Initiative (opens in new tab); MessInABottle (opens in new tab); National Basketball Players Association (opens in new tab); National Urban League (opens in new tab); Sacred Heart Collections (opens in new tab); Scotch Porter (opens in new tab); Shea Moisture Fund (opens in new tab); SIX/20 (opens in new tab); SONSON (opens in new tab); The Crown Act (opens in new tab); The Gathering Spot (opens in new tab); The Innocence Project (opens in new tab); The LIME Foundation (opens in new tab); Thurgood Marshall College Fund (opens in new tab); United Negro College Foundation (opens in new tab); US Black Chambers, Inc (opens in new tab)(USBC); Voting Rights Is Our Civil Rights (opens in new tab); and Women in Entertainment Empowerment Network (WEEN (opens in new tab)).

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.