Study validates campaigns across African American, Hispanic and LBGTQIA+ audiences with exceptional and five-star rated results
Undertone, a Perion Network Ltd. (Nasdaq: PERI) company and the leader in data-driven, Intelligent High Impact campaigns, today published a study through its partnership with System1, a global advertising effectiveness, brand equity and innovation firm: “Creating Positivity for Diverse Audiences.” The study analyzed nine publicly available video advertisements from 1,350 adults age 18+ who classify themselves across one of three audiences: African American, Hispanic or LGBTQIA+.
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“To understand how we can better resonate with diverse communities, our team worked with System1 to explore the emotions consumers feel when viewing an ad”
Ads reviewed were from Geico, McDonalds, JIF, Orbitz, Uber, Bubly, Cadillac, Pepsi, and Pantene. The ads that had the highest Sales Spike, indicating short-term effectiveness, received an “exceptional” rating; the top long-term effectiveness Star Rating is five stars earned by only 1% of all ads measure by System1. Six of the ads received a four-star rating and three a five-star rating. In addition, seven were honored with exceptional sales spike ratings, one with strong and one with good rates. Altogether, the results exemplified that although physical representation is vital, the right approach and way of looking at the world will be rewarded.
Themes from the ads included nostalgia, family, authenticity, celebration, inspiration, music, and acceptance. Common threads also included creative storytelling focused on positive portrayals of true and relatable characters celebrated for the differences that make them who they are along with the humor, wisdom, love, creativity, and humanity shown through the people in the ads.
“To understand how we can better resonate with diverse communities, our team worked with System1 to explore the emotions consumers feel when viewing an ad,” said Dan Aks, president at Undertone. “Many companies state that they want to make a difference for a more inclusive world, but to do so, it is vital to understand the audience’s perspective. Results from our study show that the specific ads our audience watched go beyond simple representation to appeal to diverse groups while excelling on an emotional, human level to advance equality.”
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