Blog
How Age And Gender Representation Can Boost CTR In A Post-Aspirational World
Advertisers tend to use young, female models to attract all audiences. Research suggests this may be misguided. Showing “people like me” can boost CTR significantly.
Insights From One Year Of Diversity Analytics
After examining a year's worth of diversity analytics and over 200,000 data points, we've uncovered three compelling trends that illustrate why good intentions aren't enough for effective diversity in advertising. Without objective diversity metrics, marketers risk overlooking crucial insights and audience perceptions, rendering their diversity initiatives less effective.
Marketers suffer needlessly from gerontophobia*
Marketers have a conundrum on their hands: above 45 have the largest purchasing power, but marketers believe that "aspirational" equals "young". This article shows that portraying older people does not contradict aspirational advertising.