New Study Shines Spotlight on the Benefits of Creating Positivity for Diverse Audiences
April 07 2022 - 12:16PM
Business Wire
Study validates campaigns across African
American, Hispanic and LBGTQIA+ audiences with exceptional and
five-star rated results
Undertone, a Perion Network
Ltd. (Nasdaq: PERI) company and the leader in data-driven,
Intelligent High Impact campaigns, today published a study through
its partnership with System1, a global advertising effectiveness,
brand equity and innovation firm: “Creating Positivity for Diverse
Audiences.” The study analyzed nine publicly available video
advertisements from 1,350 adults age 18+ who classify themselves
across one of three audiences: African American, Hispanic or
LGBTQIA+.
Ads reviewed were from Geico, McDonalds, JIF, Orbitz, Uber,
Bubly, Cadillac, Pepsi, and Pantene. The ads that had the highest
Sales Spike, indicating short-term effectiveness, received an
“exceptional” rating; the top long-term effectiveness Star Rating
is five stars earned by only 1% of all ads measure by System1. Six
of the ads received a four-star rating and three a five-star
rating. In addition, seven were honored with exceptional sales
spike ratings, one with strong and one with good rates. Altogether,
the results exemplified that although physical representation is
vital, the right approach and way of looking at the world will be
rewarded.
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. Daniel Kahneman who provided that 95% of
decisions are driven by thinking that is fast, intuitive and
emotional known as System 1 thinking.
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
Perion (Nasdaq:PERI) is a global technology company that
delivers holistic strategic business solutions that enable brands
and advertisers to efficiently “Capture and Convince” users across
multiple platforms and channels, including interactive connected
television – or iCTV. Perion achieves this through its Synchronized
Digital Branding capabilities, which are focused on high impact
creative; content monetization; its branded search network, in
partnership with Microsoft Bing; and social media management that
orchestrates and optimizes paid advertising. This diversification
positions Perion for growth as budgets shift across categories.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220407005885/en/
Kim Leone VP, Emerging Business, Marketing & Strategic
Services kleone@undertone.com
Perion Network (NASDAQ:PERI)
Historical Stock Chart
From Jun 2024 to Jul 2024
Perion Network (NASDAQ:PERI)
Historical Stock Chart
From Jul 2023 to Jul 2024