The Association of National Advertisers‘ SeeHer global movement, created to eliminate gender bias in advertising and media, has teamed up with Comscore to bring to market what it calls “an industry-first digital planning audience insight” product.
The debut of GEM Audiences in Comscore was revealed on Monday at the 2023 ANA Data, Analytics & Measurement Conference.
Working in conjunction with SeeHer, Comscore created a way for brands and advertisers to understand the significance of gender equality for their target audiences — from a behavior, interests, and attitudes standpoint. In particular, Comscore embedded Gender Equality attributes in its Comscore Plan Metrix Suite.
The goal is to help 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,” said SeeHer President Christine Guilfoyle. “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.”
Danan Ren, Senior Vice President and Head of Client Insights at Comscore, added, “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. 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.”
Latha Sarathy, Chief Research Officer at the ANA and SeeHer, added, “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 “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.”
