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Brands Get a New Metric to Assess Cultural Relevance
March 25, 2020. AdExchange by Sarah Sluis.- When ads positively portray people from a racial or cultural group, or contain cultural insights that resonate with members of that group, they measurably boost brand KPIs such as purchase intent, brand loyalty and brand relevance.
But efforts to measure cultural inclusivity are in their infancy... “Many marketers believed they were doing multicultural marketing but in fact they weren’t using any culture in their outreach to this segment,” said AIMM President Carlos Santiago. Using CIIM addresses this gap. ... Read More
These 6 Ads Are the Most Effective Multicultural Marketing Messages in Recent Years
“Nothing Comes Easy” by Grey New York for Procter & Gamble is among a small group of top-performing multicultural ads.
Nov. 9, 2019. Denny’s, Nationwide and Walmart are among a small group of companies with multicultural advertisements that performed highly with African American, Hispanic and LGBTQ+ audiences.
... Read MoreCultural Relevance Boots Ad Effectiveness, Say New ANA Metric
Sep. 23, 2019. AdAge by I-Hsien Sherwood.- Marketers looking to improve the inclusivity of their campaigns have a new tool—and new reasons to use it. On Monday, the Association of National Advertisers released the Cultural Insights Impact Measure, a metric that gauges the cultural relevance of an ad and the extent to which it reflects genuine insights that speak to consumers of all backgrounds. ... Read More
The Cultural Impact of Network Programming
Cracking the diversity code for content is no easy task. Media and content creators constantly ebb and flow while attempting to satisfy their audience's myriad tastes. African American and Latino audiences have long been marginalized in mainstream media despite the reality of their dominance in cultural relevance. ... Read More
ANA’s Annual Meeting Begins with Major Focus on Multicultural Marketing
ANA CEO Bob Liodice hones in on diversity in opening speech, ignores hot-button issues like media transparency
By E.J. Schultz. Published on October 03, 2019.
For the past several years, Association of National Advertisers CEO Bob Liodice has kicked off the group’s largest conference of the year by ticking off a laundry list of issues plaguing the industry, including the opaque digital media supply chain, ad fraud and the ANA’s long-running fight with media agencies over transparency in contracts. ... Read More
AN OPEN LETTER TO BRANDS, MARKETERS, ADVERTISERS:
It’s time to #SeeALL.
As marketers, our role is simple: deliver growth. Today’s modern family – our customer – is increasingly multicultural by nature and we must make sure our work reflects that. For this reason, our companies should reach out to consumers in relevant and meaningful ways that ultimately have the ability to connect with our customers while lifting corporate growth. Everyone should feel included and valued. It’s time to celebrate diversity. Highlight what makes us different and what brings us together as a society. ... Read More
Cultural relevance boosts ad effectiveness, says new ANA metric
Marketers looking to improve the inclusivity of their campaigns have a new tool—and new reasons to use it. On Monday, the Association of National Advertisers released the Cultural Insights Impact Measure, a metric that gauges the cultural relevance of an ad and the extent to which it reflects genuine insights that speak to consumers of all backgrounds.
An accompanying survey from the ANA’s Alliance for Inclusive and Multicultural Marketing also shows that ads that score well on the CIIM ranked 2.6 times higher on brand relevance, and viewers who saw them were twice as likely to recommend the brand, 2.7 times more likely to try the brand for the first time and 50 percent more likely to repurchase. ... Read More
The ANA’s AIMM Introduces the Cultural Insights Impact Measure™ (CIIM™) Proving that Cultural Relevance Drives Real Brand Results
NEW YORK, Sept. 18, 2019 /PRNewswire/ -- A breakthrough new study that proves the incremental value of genuinely reflecting culture in marketing creative was unveiled today by The Association of National Advertisers' (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM). The Cultural Insights Impact Measure™ (CIIM™) was developed by AIMM in partnership with NBCUniversal and AIMM member companies. CIIM™ evaluates advertising creative in various categories and identifies the impact and effectiveness of cultural insights in ads and programming on increased brand relevance, ad relevance, purchase intent lift, and loyalty. ... Read More
Culturally Relevant Ads Drive Brand Growth, ANA Study Finds
It’s kind of a no-brainer, but now we have the data to back it up: When someone feels as though an ad they’ve seen accurately reflects culture, they’re more likely to buy products from the featured brand.
A new study by the Alliance for Inclusive and Multicultural Marketing, an arm of the Association of National Advertisers (ANA), recently surveyed 10,000 individuals from various racial backgrounds, as well as members of the LGBTQ+ and disabled communities.
Turns out, consumers who perceive ads as “culturally relevant” are 2.6 times more likely to find the brand relevant to them, and are 2.7 times more likely to purchase a brand for the first time. Additionally, they are 50% more likely to repurchase a brand they have bought in the past. ... Read More
ANA-AIMM’s Case for Change
Just released report from the ANA’s Masters of Marketing conference: “The Case for Change: Multicultural and Inclusive Marketing as a Business Imperative for Long-Term Growth” provides an exceptional resource to help marketing decision makers better understand the need for change in the face of the new contemporary marketplace. This study is particularly crucial as half of Fortune 500 companies are currently experiencing sales declines.
Written and researched by the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM) in partnership with Dávila Multicultural Insights and Santiago Solutions Group (SSG), the report makes the business case for Multicultural marketing to boost growth rather than a one-size-fits-all approach, which can fall short of comprehensive relevance and effectiveness.
... Read More
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