Adobe2019年广告多样性报告

1、Adobe：2019 年广告多样性报告Adobe发布了“ 2019年广告多样性报告” 。6/10 的美国消费者认为广告的多 样性很重要。此外，在广告中表现出多样性也可以带来信任，因为近 4/10 的受 访者表示，他们更有可能信任在广告中表现出更多样性的品牌。大约 62%的受访者表示品牌是否具有多样性会影响他们对其产品或服务的 看法，那么有多少人愿意停止支持广告不能反映其身份的品牌呢？约 1/3 的受访 者（ 34%）表示，他们已经停止使用在广告找不到不代表其身份的品牌。但是在 具体观察不同的社区时， 因为某个品牌不能代表他们的社区而抵制该品牌的受访 者数量大幅增加。作为历史上在广告中代表性不足

2、的群体，大多数LGBTQ个+ 人支持公司和品牌向其社区推广产品。 反之，近 3/5 的 LGBTQ受+ 访者（58%）表示， 他们已经停止购买某个品牌，因为它没有反映出他们的身份。此外，很大一部分非裔（ 53%）和西班牙裔受访者（ 40%）也因为在广告没有 代表他们而离开了某个品牌。 虽然拉美裔和非裔在美国人口中占了相当大的一部 分，但用于定向少数民族的广告费用非常低。令人鼓舞的消息是，超过 2/3 的受访者（ 69%）表示，他们看到的广告比三 年前更具多样化。受访者指出，食品（ 33%）、医疗保健（ 30%）、零售（ 30%）、媒 体和娱乐（ 29%）和教育（ 25%）等行业在广告中加入了更

3、多多样化元素，例如耐 克（ 34%）、可口可乐（ 32%）和谷歌（ 29%）努力吸引更多元化的消费者群体。MethodologyA total of 1.012 adults were surveyed in the USA, and 1.000 in the UKUS surveys were collected between May 16-22, 2019UK surveys were collected between June 6-10r 2019Diversity in Advertising | US Results3J iMWWKf Of DMIWV Al KMBT6WG TO

4、 CO*XMMeany 1/3Diversity In Ads Generates Trust & RevenueUS Consumers believe in the importance of diversity in advertising, and they put their trust and dollars behind that belefconsumers are more likefr to trust a brand that shows mere drvervty tn its xh. 4QH of females re mere btety to truM a bra

5、nd wHh rrwe diversity in tlieir adsof consumers (overall) are more likely to purchase produas/sevices from brands with diverse ads.and over 50% among LGBTQ* and African Americans say they are more likely to purchaseOvw 心 gvVO M MO U&29ADiversity In Ads Flow From Network TVConsumers are recognizing t

6、he strides that brands are taking to be more diverse m their advertising. Over the past three years consumers are seeing more diversity In ads being served43%One might think that Social Networks or Streaming Video Content providers would be the mecca for diversity in ads. but Network Television is t

7、he medium that Consumers see the most diversity in ads servedGenZ Streaming 27%M.llennuls-Social 29%LGBTQ* - Social 28%Are We Doing Enough?74% of white consumers said that they feel their race/ethnicity is represented in the ads they are served - but this figure drops when the question is asked of o

8、ther population groupsAsian and Middle Eastern populations in the United States feel that they see ads featuring Caucasian models more frequently than ads featuring images of people from their racial groups - brands need to do more work personalizing ads to these populations if they are to secure de

9、eper and more engaging consumer relationshipsConsumers overall aro seeing white the most portrayed race/ethnicity in current ads (59%), and males filling the most portrayed Render roteuct 尺 fkjtv x to. c-mocz at romtc x wxt h wlsw ls11%11%03%59%26%n tKx ti tKriF ooicucuMMnYtfxmol*Transparency & Trus

10、t Will Aid In Eliminating Advertising GuessworkAccurately targeting and representing your consumers can be difficult, over SO% of all consumers op-out of sharing data with brands they have purchased fromAmong the highest62% African American57% Middle EasternDespite African American populations being

11、 least likely to share personal data, they are also the population group that would be most willing be willing to share more data if given a reason to do so Brands have an opportunity to secure more data to deliver perwnslizd experiences if they give diverse populations a reawn to do so by being tru

12、stworthy and transparent63% African American59% LGBTQf55% Hispanic62%I iZ： X) MCMCf UCMWA Inaccurate Representation Leads to Customer DeparturePerception is a precursor to an engaged customer or a disengaged visitor - brands may produce diverse creative, but if they arenrt reaching diverse populatio

13、ns through effective delivery, targeting and personalised experience, then they will struggle to achieve successCPfwxurcHk*:t5Creating and effectively targeting ads that reflect a brands diverse communities is critical. Many consumers have stopped supporting brands due to non/misrepresentationLGBTQ*

14、 - S8% African American 53% Hispanic 40% Middle Eastern - 38%49%34%16%WO m WTAMCTOIJ irFWUh- r- ixNTir- 6 9P tr、ACNTtr:n ha xm33% Food30% Healthcare 30% Retail 29%M&E25% Education34% Nike32% - Coca Cola29% - Google25% Apple20% DoveIndustries And Brands That Consumer See As Diverse AdvertisersOf the

15、consumers who said that the food industry offers more diversity in their ads. 52% have graduated college or have a post graduate degreeWith the exception of retai, needs (such as food, healthcare and education) do a much better job reaching diverse populations than wants (retail being the only indus

16、try in the top five) - the more required a product or service is in life, the more likely it effectively reaches and personalizes to diverse populationsDespite the above, the brands at the top of consumers* minds for diversity in their ads are more designed to appeal to consumer desire than consumer

17、 necessity:African Americans Nike 50% Hispanic/Latino Nike 47%MobeDiversity in Advertising | UK ResultsDiversity In Ads Rouses Trust & Conversion26% of consumers (overall) are more hkety to purchase products/servlces from brands with diverse adsfare more likely to purchaseand nearly 40% among LGBTQ*

18、 and Blacks say theyAd Diversity In The UK Is A Bit One Sided巨| WhAT RAa/ETWMtlTY 00 YOU OJRREHTLY SEE PORTRAYED THE MOST M ADVEItTlS VP (UK.Consumers in the UK across all race/ethnicities see white as the most portrayed rAce/ethnldty. Males were the most portrayed gender role at 46%Contrary to the

19、US where up to 40% of African Americans saw their race portrayed In ads. UK consumers rarely acknowledge, are targeted by, or view ads featuring ethnically diverse creativeVIMt UUOfWM1%DrvtRSlT vejAOS rOQAy COMMAED to 3YS ago 5 RMFree-To-Air Stands A Top The Most Diverse Ad Medium In The UKUK consum

20、ers are seeing more diverse ads than ever before, over 2/3rds of consumers recognize the increase In brands efforts to Include more diversity in their adsM 2104 VCK) C-VEff* MEW DOCCTiSUMElS S MCr 5C7TV IN OHTPy g. 3P9 .fit 9154%Free-to-alr & Streaming networks stands atop the most diverse video adv

21、ertising medium. GenZ is the only generation that attributes more ad diversity to SocialGenZ Social 40%Opt-outs Can Create An Advertising Conundrum64%Over half of UK consumers actively opt-out of shanng their personal data with brands they purchase from. The race/ ethnicities that are among the highest are Mixed Race (62%), and Ason (62%)Just as in the US9 racial groups that most frequently o