Alltold & Innovid Collaborate on First-of-its-Kind Analysis on the State of Inclusive Advertising in CTV
Innovid (NYSE:CTV) and Alltold have released 'The State of Representation in CTV Advertising', a groundbreaking report analyzing inclusivity in connected TV (CTV) ads. The study combines Innovid's streaming data with Alltold's Responsible AI technology to examine representation across six identity dimensions: age, gender expression, skin tone, body size, observed sexual orientation, and visible disability.
Key findings include:
- A roughly 50/50 split for masculine and feminine gender expression
- Over 70% of screen time allocated to the lightest four skin tones
- Small- and medium-sized bodies represented 93% of the time
- Less than 1% of people shown had a visible disability
Innovid (NYSE:CTV) e Alltold hanno pubblicato 'Lo Stato della Rappresentazione nella Pubblicità CTV', un rapporto innovativo che analizza l'inclusività negli annunci su TV connessa (CTV). Lo studio combina i dati di streaming di Innovid con la tecnologia di intelligenza artificiale responsabile di Alltold per esaminare la rappresentanza attraverso sei dimensioni identitarie: età, espressione di genere, tonalità della pelle, dimensione del corpo, orientamento sessuale osservato e disabilità visibile.
I risultati chiave includono:
- Una suddivisione di circa 50/50 per espressione di genere maschile e femminile
- Oltre il 70% del tempo di schermo allocato alle quattro tonalità di pelle più chiare
- I corpi di piccole e medie dimensioni rappresentati per il 93% del tempo
- Meno dell'1% delle persone mostrate aveva una disabilità visibile
Innovid (NYSE:CTV) y Alltold han publicado 'El Estado de la Representación en la Publicidad CTV', un informe innovador que analiza la inclusividad en los anuncios de televisión conectada (CTV). El estudio combina los datos de streaming de Innovid con la tecnología de IA Responsable de Alltold para examinar la representación a través de seis dimensiones de identidad: edad, expresión de género, tono de piel, tamaño del cuerpo, orientación sexual observada y discapacidad visible.
Los hallazgos clave incluyen:
- Una división de aproximadamente 50/50 para la expresión de género masculina y femenina
- Más del 70% del tiempo de pantalla asignado a los cuatro tonos de piel más claros
- Los cuerpos de tamaño pequeño y mediano representados el 93% del tiempo
- Menos del 1% de las personas mostradas tenían una discapacidad visible
Innovid (NYSE:CTV)와 Alltold가 'CTV 광고의 대표성에 대한 상태'라는 혁신적인 보고서를 발표했습니다. 이 보고서는 연결된 TV(CTV) 광고에서의 포괄성을 분석합니다. 이 연구는 Innovid의 스트리밍 데이터와 Alltold의 책임 있는 AI 기술을 결합하여 여섯 가지 정체성 차원에 걸친 대표성을 조사합니다: 연령, 성별 표현, 피부 톤, 신체 크기, 관찰된 성적 지향 및 가시적 장애.
주요 발견 사항은 다음과 같습니다:
- 남성 및 여성 성별 표현의 대략 50/50 분할
- 가장 밝은 네 가지 피부 톤에 70% 이상의 화면 시간을 할당
- 소형 및 중형 크기의 몸이 93%의 시간 동안 나타남
- 보여진 사람 중 1% 미만이 가시적 장애가 있음
Innovid (NYSE:CTV) et Alltold ont publié 'L'État de la Représentation dans la Publicité CTV', un rapport novateur analysant l'inclusivité dans les publicités de télévision connectée (CTV). L'étude combine les données de streaming d'Innovid avec la technologie IA Responsable d'Alltold pour examiner la représentation selon six dimensions d'identité : âge, expression de genre, teint de peau, taille de corps, orientation sexuelle observée et handicap visible.
Les principales conclusions incluent :
- Une répartition d'environ 50/50 pour l'expression de genre masculin et féminin
- Plus de 70% du temps d'écran attribué aux quatre teintes de peau les plus claires
- Les corps de petite et moyenne taille représentés 93% du temps
- Moins de 1% des personnes montrées avaient un handicap visible
Innovid (NYSE:CTV) und Alltold haben 'Der Stand der Darstellung in CTV-Werbung' veröffentlicht, einen bahnbrechenden Bericht, der die Inklusivität in der Connected-TV (CTV) Werbung analysiert. Die Studie kombiniert die Streaming-Daten von Innovid mit der verantwortlichen KI-Technologie von Alltold, um die Repräsentation in sechs Identitätsdimensionen zu untersuchen: Alter, Geschlechtsausdruck, Hautfarbe, Körpergröße, beobachtete sexuelle Orientierung und sichtbare Behinderung.
Eckwerte beinhalten:
- Eine fast 50/50-Verteilung zwischen männlichem und weiblichem Geschlechtsausdruck
- Über 70% der Bildschirmzeit entfallen auf die vier hellsten Hauttöne
- Klein- und Mittelgroße Körper werden zu 93% vertreten
- Weniger als 1% der abgebildeten Personen hatten eine sichtbare Behinderung
- Collaboration between Innovid and Alltold to provide unique insights on inclusivity in CTV advertising
- Large-scale analysis of billions of ad impressions in 1H24
- Potential for advertisers to improve representation and drive business results through inclusive advertising
- Underrepresentation of darker skin tones in CTV ads
- Lack of representation for people with visible disabilities (less than 1%)
- Imbalance in body size representation, with small- and medium-sized bodies dominating 93% of screen time
Insights
This collaboration between Innovid and Alltold marks a significant step in understanding and promoting inclusive advertising in the Connected TV (CTV) space. The report's findings reveal both progress and areas for improvement in representation across various identity dimensions.
Key insights include:
- A balanced representation of gender expression overall, with interesting age-related variations
- Overrepresentation of lighter skin tones, accounting for
70% of screen time - Dominance of small and medium body sizes at
93% representation - Significant underrepresentation of visible disabilities at less than
1%
For investors, this initiative signals Innovid's commitment to staying at the forefront of advertising trends and technology. The focus on inclusive advertising aligns with growing consumer and societal demands for better representation, potentially enhancing brand value and market positioning. However, the immediate financial impact may be , as the report itself doesn't directly generate revenue.
Long-term, this data-driven approach to inclusivity could attract more clients to Innovid's platform, especially brands prioritizing diverse representation in their advertising strategies. It also positions Innovid as a thought leader in the CTV advertising space, which could lead to increased market share and customer loyalty.
Report Benchmarks Inclusivity in Ads across Streaming
Innovid (NYSE:CTV), an independent software platform for the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital, and Alltold, a responsible technology pioneer building AI to understand bias, stereotypes, and inclusion in creative content, today announced the release of “The State of Representation in CTV Advertising.” Combining Innovid’s view of the streaming universe with Alltold’s groundbreaking Responsible AI technology, the report is a first-of-its kind analysis on inclusivity in CTV ads done at this scale.
The report breaks down the representation of six identity dimensions – age, gender expression, skin tone, body size, observed sexual orientation, and visible disability – from billions of impressions of top-served ads by Innovid in 1H24. Alltold’s technology annotated each detected person to uncover the percentage of people detected for each dimension and the screen time they received.
Select findings from “The State of Representation in CTV Advertising,” include:
- A roughly 50/50 split for masculine and feminine gender expression.
- There is more feminine gender expression for those under the age of 30, while older than 30 is more masculine.
-
The lightest four skin tones account for more than
70% of screen time. -
Small- and medium-sized bodies were represented approximately
93% of the time. -
Less than
1% of people shown on screen had a visible disability.
“Inclusive advertising not only helps to build a more inclusive world, but it also drives business results,” said Morgan Gregory, CEO & Co-Founder, Alltold. “We are dedicated to working with brands and agencies to responsibly quantify and measure inclusive content. The time is now for every brand to establish a representation baseline, set data-driven objectives, and track and report on progress as they realize the ROI of representation.”
“Advertising is ever-present – it’s woven into people’s daily lives. It has the power to make people feel seen, heard, and represented, but it can also do the opposite. While our industry has made progress, there is so much opportunity to do better,” said Dan Mouradian, SVP of Global Client Solutions, Innovid. “Based on our holistic view of the CTV advertising ecosystem, we are proud to collaborate with Alltold to empower advertisers with data-backed insights that can help inform how they think about inclusivity in their CTV ads – not just around tentpole and cultural events, but 24/7/365.”
To download the full report, click here.
About Alltold
Alltold is a responsible technology pioneer building AI to understand bias, stereotypes, and inclusion in creative content. Founded by Responsible AI leaders from Google’s AI Research Group, Alltold evaluates image and video ads, detecting the people we see on screen, and delivering analytics across important identity attributes like gender expression, skin tone, hair type, age, body size, sexual orientation, and visible disability. Alltold works closely with experts and advocacy groups like GLAAD, RespectAbility, and University professors to ensure the technology built and the methodology used is as respectful and responsible as possible. To learn more, visit https://www.alltold.ai/ or follow us on LinkedIn.
About Innovid
Innovid (NYSE:CTV) is an independent software platform for the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital. Through a global infrastructure that enables cross-platform ad serving, data-driven creative, and measurement, Innovid offers its clients always-on intelligence to optimize advertising investment across channels, platforms, screens, and devices. Innovid is an independent platform that leads the market in converged TV innovation, through proprietary technology and exclusive partnerships designed to reimagine TV advertising. Headquartered in
View source version on businesswire.com: https://www.businesswire.com/news/home/20241022375112/en/
Megan Coyle – megan@innovid.com
Source: Innovid
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