© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.2MethodologyA total of 1,012 adults were surveyed in the USA, and 1,000 in the UKUS surveys were collected between May 16-22, 2019UK surveys were collected between June 6-10, 2019© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.Diversity in Advertising | US Results © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.Diversity In Ads Generates Trust & RevenueUS Consumers believe in the importance of diversity in advertising, and they put their trust and dollars behind that belief438% consumers are more likely to trust a brand that shows more diversity in its ads, and 40% of females are more likely to trust a brand with more diversity in their adsNearly 1/3 of consumers (overall) are more likely to purchase products/services from brands with diverse ads,and over 50% among LGBTQ+ and African Americans say they are more likely to purchase© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.Diversity In Ads Flow From Network TV5Consumers are recognizing the strides that brands are taking to be more diverse in their advertising. Over the past three years consumers are seeing more diversity in ads being servedOne might think that Social Networks or Streaming Video Content providers would be the mecca for diversity in ads, but Network Television is the medium that Consumers see the most diversity in ads servedGenZ – Streaming 27%Millennials – Social 29% LGBTQ+ - Social 28%© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.Are We Doing Enough? 74% of white consumers said that they feel their race/ethnicity is represented in the ads they are served –but this figure drops when the question is asked of other population groupsAsian and Middle Eastern populations in the United States feel that they see ads featuring Caucasian models more frequently than ads featuring images of people from their racial groups – brands need to do more work personalizing ads to these populations if they are to secure deeper and more engaging consumer relationships6Consumers overall are seeing white as the most portrayed race/ethnicity in current ads (59%), and males filling the most portrayed gender role © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.Transparency & Trust Will Aid In Eliminating Advertising Guesswork7Accurately targeting and representing your consumers can be difficult, over 50% of all consumers op-out of sharing data with brands they have purchased fromAmong the highest 62% - African American57% - Middle EasternDespite African American populations being least likely to share personal data, they are also the population group that would be most willing be willing to share more data if given a reason to do so. Brands have an opportunity to secure more data to deliver personalized experiences if they give diverse populations a reason to do so by being trustworthy and transparent63% - African American59% - LGBTQ+55% - Hispanic© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.Inaccurate Representation Leads to Customer Departure8Creating and effectively targeting ads that reflect a brand’s diverse communities is critical. Many consumers have stopped supporting brands due to non/misrepresentationLGBTQ+ - 58%African American - 53% Hispanic - 40%Middle Eastern - 38%Perception is a precursor to an engaged customer or a disengaged visitor – brands may produce diverse creative, but if they aren’t reaching diverse populations through effective delivery, targeting and personalized experience, then they will struggle to achieve success© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.Industries And Brands That Consumer See As Diverse Advertisers9Of the consumers who said that the food industry offers more diversity in their ads, 52% have graduated college or have a post-graduate degreeWith the exception of retail, needs (such as food, healthcare and education) do a much better job reaching diverse populations than wants (retail being the only industry in the top five) – the more required a product or service is in life, the more likely it effectively reaches and personalizes to diverse populations33% - Food30% - Healthcare30% - Retail29% - M&E25% - Education34% - Nike32% - Coca Cola29% - Google25% - Apple 20% - DoveDespite the above, the brands at the top of consumers’ minds for diversity in their ads are more designed to appeal to consumer desire than consumer necessity:African Americans - Nike 50%Hispanic/Latino – Nike 47%© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.Diversity in Advertising | UK Results © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.Diversity In Ads Rouses Trust & ConversionUK consumers say that diversity in advertising is important to them, so much that they are more likely to trust and purchase from a brand with diverse ads 1133% consumers are more likely to trust a brand that shows more diversity in its ads, 50% in the LGBTQ+ ...
发表评论取消回复