ANA SeeHer: Predictive Drivers For Improving the Depiction of Women in Advertising

SeeHer and Ipsos have a shared mission of proving the efficacy of accurate portrayals of women and girls in advertising. In SeeHer’s GEM® (gender equality measurement) Predictive Drivers 1.0 study in collaboration with Ipsos, for the first time, a blueprint was created for how GEM® thematic drivers could impact narrative and drive key performance metrics.  The study found that ads that perform in the top third of the database for GEM® result in 32pts higher in choice intent and 33pts higher in  brand relationship.  This blueprint has continually been applied in advertising to ensure portrayals resonate with consumers and result in purchases. In the Predictive Drivers 2.0 study, SeeHer & Ipsos will provide an update of the state of women’s representation and roles across pre-tested ads, uncover new thematic drivers and understand which drivers improve consumer perceptions and scores across the key pillars of GEM® (how characters are Presented, if they are presented in a Respectful manner, are they presented in an Appropriate manner, and could they be viewed as a Role Model).

Key takeaways include:

• How to perceive the current advertising landscape through the lens of gender equality measurement
• How to drive higher GEM® scores by pillar and overall

How to apply predictive drivers for breakthrough, to be the preferred brand, and build long term relationships with consumers