New Study Shines Spotlight on the Benefits of Creating Positivity for Diverse Audiences
Perion Network Ltd. has partnered with Undertone to study the effectiveness of advertisements targeting African American, Hispanic, and LGBTQIA+ audiences. The study analyzed nine video ads viewed by 1,350 adults, evaluating both short-term and long-term effectiveness. Six ads received a four-star rating, while three earned a five-star rating, indicating exceptional emotional engagement. Themes of nostalgia, authenticity, and celebration were prevalent. The findings emphasize the importance of understanding diverse audiences for effective advertising strategies, enabling brands to connect on a meaningful level.
- Three ads received a five-star rating, indicating exceptional long-term effectiveness.
- Six ads earned a four-star rating, showing strong engagement.
- Study results highlight successful themes such as nostalgia and authenticity, crucial for brand connection.
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Study validates campaigns across
Ads reviewed were from Geico, McDonalds, JIF,
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.”
System1 exposed each consumer in the group to one advertisement that might typically target them, with a total of three ads per audience measured. Respondents chose a facial expression from a wheel of seven emotions including a neutral option to select the degree to which they felt that emotion when exposed to the ad. Before concluding the results, respondents were also re-exposed to the ad to supply in-the-moment reactions.
When analyzing the results, System1 provided two scores: a short term “Sales Spike” based on emotional intensity and unaided brand recall and a long-term Star Rating built on a weighted average of emotional intensity, total emotions/lack of neutrality and the two most valuable emotions, happiness and surprise.
Throughout a seven-year partnership, Undertone and System1 have measured the emotional effectiveness of digital and video advertisements for Undertone’s clients as a form of user experience testing to perfect the company’s approach to intelligent high impact advertising. System1’s strategy is based on the Nobel Prizewinning work of Dr.
In 2021, Undertone’s passion for showcasing diversity in creative helped them launch "The Uplift Collective,” where they focus not just on the creative aspect but, the publishers in their network as well. The Uplift Collective is a portfolio of publishers that are minority, women, & LGBTQIA+ owned, as well as those who are committed to advancing social justice, environmental sustainability, and equal representation. This dedicated portfolio enables Undertone to connect Uplift publishers with demand opportunities from advertisers across all verticals, while providing brands the ability to support underrepresented communities and global causes via mindful media buys.
For more information on the study visit https://undertone-diversity.splashthat.com/.
About Undertone
Undertone creates memorable ad experiences by thoughtfully orchestrating solutions across video, advanced TV, rich media, and social, to drive unmatched brand lift and audience engagement on virtually every screen, and every device. Their award-winning creative team uses the company’s 20 years of experience, and billions of impressions worth of data to intelligently craft campaigns that can drive full-funnel KPIs while making meaningful connections with the 200MM+ unique users they can reach every month. Undertone brings the art and science of advertising together to intelligently craft campaigns that uplift consumers, brands, and publishers alike. Visit undertone.com to learn more.
About Perion
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VP, Emerging Business, Marketing & Strategic Services
kleone@undertone.com
Source: Undertone
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