Marketers wield enormous power in effecting cultural norms byhow they portray people and situations in brand stories. Since thedawn of advertising, who is cast to “play” consumers and who wehear speaking sets standards around beauty, gender roles, whomakes purchase decisions, and more.
In December 2022, ER released the first-ever, large-scale diversityand accessibility benchmarks for the ad industry in North America.That study analyzed 1 million TV and Video ads that weredeployed in the US/Canada and publicly available.
The methodology grew out of the expanding proprietary work wedo with individual clients.
This new global study is an expansion of the gender and ageportion of the North American analysis.
Because race and ethnicity populations and census designationsvary significantly by region, we are working with industryorganizations worldwide to ensure that our analysis is bothrelevant and accurate. We will issue a separate report on thosefindings in the future.
The analysis leverages proven artificial intelligence and machinelearmning models to analyze video brand stories deployed acrossregions. In addition, for sample validation and especially for datareturned by technology with low confidence levels, we employeddiverse human review.
Our purpose is twofold. First, to provide the industry at large withevolving benchmark tracking that is robust in scale to ensure dataintegrity. But the real power of benchmarks plays out at themarketer level, enabling each unique business to set goals andunderstand their specific efforts in this area.
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