GEM®, the global gold standard for measuring
gender bias in media and marketing, has now been expanded to
digital planning and buying through 'GEM® Audiences' on Comscore's
Plan Metrix platform.
NEW
YORK, Aug. 21, 2023 /PRNewswire/ -- ANA's
SeeHer, the largest global movement to eliminate gender bias in
advertising and media and Comscore (NASDAQ: SCOR), a trusted
partner for planning, transacting, and evaluating media, today at
the 2023 ANA Data, Analytics & Measurement Conference unveiled
GEM® Audiences, an industry-first digital planning audience
insight tool.
Working in conjunction with SeeHer, Comscore created a new way
for brands and advertisers to understand the significance of gender
equality for their target audiences – from a behavior, interests,
and attitudes standpoint – by embedding Gender Equality attributes
in the Comscore Plan Metrix Suite.
Through GEM® Audiences in Comscore, this new intelligence
solution is poised to be the digital standard that helps brands
understand, beyond demographics, how to reach and engage consumers
with a gender equality mindset.
"SeeHer has continued to advance vital tools that allow
marketers and their agencies to embed gender equality in their
media planning and buying practices. This ground-breaking
measurement system for the ever-evolving digital ecosystem is one
that will reach the next generation of consumers like no other has
before. We encourage every marketer to critically evaluate and
challenge their current system of operating, since consumers, 52%
of which are women, say that the accurate representation of women
and girls should be a business imperative. Those who tap into what
we offer not only experience immense sales success, they join a
movement in shaping society for the better. We are incredibly
honored to partner with Comscore on this next dimension of
world-changing technology," said Christine
Guilfoyle, President, SeeHer ANA.
"This partnership with SeeHer is part of Comscore's larger
effort to amplify the belief that every dollar, every screen, and
every person counts as well as the importance of looking past
demographics and generalizations for fair representation in
audience intelligence," according to Danan
Ren, Senior Vice President, Head of Client Insights at
Comscore. "With the SeeHer partnership, Comscore is not only
bringing the most comprehensive view of the consumer across all
media platforms, but also supporting responsible media and data
collaboration efforts with organizations that help brands make a
difference. As we bring this to market with SeeHer and the ANA, we
hope to engage with more brands who are looking to deepen their
audience understanding beyond demographics and quantify the impact
of their responsible media initiatives."
"Gender equality across the entire media and marketing ecosystem
is a consumer expectation, with 90% of adults agreeing that media
is critical in shaping gender roles. Yet, only 16% of women feel
that they are usually portrayed accurately," added Latha Sarathy, Chief Research Officer, ANA and
SeeHer. "Ads that consumers feel truly reflect them result in a 5x
increase in sales. This partnership with Comscore on GEM® Audiences
is the valuable next step as it addresses an urgent need for more
advancements in audience intelligence and measurement to help
marketers better understand and prioritize digital audience
segments and media properties that strongly align with gender
equality."
About SeeHer
SeeHer is the leading global
movement to eliminate gender bias in marketing, media, and
entertainment. Launched in 2016 by the Association of National
Advertisers (ANA) in partnership with The Female Quotient
(The FQ), SeeHer's coalition of industry leaders is increasing the
representation and accurate portrayal of women and girls. To help
members benchmark success, SeeHer spearheaded the development of
the Gender Equality Measure® (GEM®), the first research methodology
that quantifies gender bias in ads and programming. GEM® proves
that content accurately portraying women and girls dramatically
increases purchase intent and brand reputation. Winning the
prestigious ESOMAR Research Effectiveness Award, GEM® is the global
measurement standard. The movement includes verticals in sports
(SeeHer In Sports), music (SeeHer Hear Her) and health (SeeHer
Health). Visit SeeHer.com and follow SeeHer on
Instagram, Facebook, LinkedIn, TikTok and
X.
About ANA
The ANA's (Association of National
Advertisers) mission is to drive growth for marketing
professionals, brands and businesses, the industry, and humanity.
The ANA serves the marketing needs of 20,000 brands by leveraging
the 12-point ANA Growth Agenda, which has been endorsed by the
Global CMO Growth Council. The ANA's membership consists of U.S.
and international companies, including client-side marketers,
nonprofits, fundraisers, and marketing solutions providers (data
science and technology companies, ad agencies, publishers, media
companies, suppliers, and vendors). The ANA creates Marketing
Growth Champions by serving, educating, and advocating for more
than 50,000 industry members that collectively invest more than
$400 billion in marketing and
advertising annually.
About Comscore
Comscore (NASDAQ: SCOR) is a global, trusted partner for planning,
transacting, and evaluating media across platforms. With a data
footprint that combines digital, linear TV, over-the-top and
theatrical viewership intelligence with advanced audience insights,
Comscore empowers media buyers and sellers to quantify their
multiscreen behavior and make meaningful business decisions with
confidence. A proven leader in measuring digital and TV audiences
and advertising at scale, Comscore is the industry's emerging,
third-party source for reliable and comprehensive cross-platform
measurement.
Media contacts
ANA SeeHer
Christa Dallas
Christad@wk-pr.com
Comscore
Andrew
Young
KCSA Strategic Communications
comscore@kcsa.com
Sources:
- Perceptions of Progress, The Global State of Women's Equality,
SeeHer & dentsu, 2023
- GEM® Lift Study, SeeHer & IRI Worldwide, 2021
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SOURCE SeeHer