Wednesday, February 26, 2020

Viewers not seeing what advertisers intending, study finds

Feb 27. 2019
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By The Nation

Marketers and consumers have contrasting views when it comes to gender representation in advertising and, by failing to portray and target women well, the global industry is missing out on an average of US$9 billion in brand valuation.

According to Kantar’s newest analysis of advertising creativity and media effectiveness, 83 per cent of marketers in the Asia-Pacific region think they’re doing a good job creating advertising that avoids gender stereotypes. 

However, audiences disagree, with 63 per cent of people in the region saying advertising conforms to gender stereotypes.

The study done last year, “AdReaction: Getting Gender Right”, encompassed reviews of 30,000 ad tests in the 2018 Link global ad database, survey responses from 450 global marketers, analysis of the advertising attitudes among almost 40,000 consumers around the world, and brand equity analysis of over 9,000 global brands. 

The objective was to create an in-depth understanding of the role of gender in advertising.

Globally, the study found that average brand value is highest among gender-balanced brands ($20.6 billion versus $16.1 billion among female-skewed brands and $11.5 billion among male-skewed brands), yet just 33 per cent of brands achieve this balance.

The survey found that women featured prominently in 28 per cent of all ads with people. But 76 per cent of female consumers and 71 per cent of male consumers believe the way they are portrayed in advertising is completely out of touch, and negatively impacts the effectiveness of individual adverts and campaigns.

According to the report, many people see “traditional” expressions of men and women in advertising as holding back progress, with 60 per cent of consumers agreeing that most ads in their countries, including Thailand, reinforce rather than help eradicate harmful gender-based stereotypes. 

The study shows that females may be over targeted in categories like laundry and household products and under-targeted in other areas, like automotive. This is despite Thai females being the decision makers in most categories.

“We currently think we’re doing a good job good of speaking to consumers in a progressive way, yet audiences are telling us that most of the ads they see are still stuck in the past,” said Irene Joshy of at Kantar’s Insight Division.

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