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A Letter From ANA and AIMM: We Commit to Do Better
No longer accepting our shortcomings on D&I
By ANA and AIMM
At the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM), we strongly believe that every person—regardless of race, ethnicity, sexual ... Read More
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
Cultural 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
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
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