Ad Solutions
WHAT IS IT?
CIIM™ Scores measure Cultural Relevancy. Cultural relevance is defined by a consumer’s own perceptions of culture in communications. CIIM™ measures every ad and program through 10 key cultural attributes:
CIIM™ CULTURAL ATTRIBUTES
Cultural Representation
Authenticity
Unbiased
Cultural Identification
Cultural Values
Cultural Pride
Cultural Celebrations
Cultural Respect
Role Models
Positive Reflections
The DEI Accelerator™ measures a consumer’s own perceptions of Diversity, Equity, and Inclusion in communications. CIIM™‘s DEI Accelerator™ measures every ad in three dimensions:
DEI ATTRIBUTES
Diversity
Equity
Inclusion
Our Methodology
Ad Sampling Design
Dictated by brand’s established Primary Target.
Evaluate Against All Segments
Deep Dives & Customizations
Dictated by brand’s established primary Target and client objectives.
Flexible Testing
Ensuring accurate analysis at any stage of the creative advertising pipeline across multiple media types.
METHOdoLOgY VIDEO
Solutions
Standard English Ad Testing
What’s included in the deliverable:
-Strengths, weakness, and opportunities analysis
-CIIM scores
-Cultural Relevance measures
-Ad Effectiveness Measures
-DEI Metric
-Open-ends sentiment analysis
-3-hour work session for every 12 ads submitted
Standard English testing sample sizes:
General Market n=425+, White Non-Hispanic n=100, Hispanic English Media Viewers n=100, and Black n=100, Asian English n=65, LGBTQ n=65, People with Disabilities n=65, Native Am n=15
In-Language Ad Testing
What’s included in the deliverable:
-Strengths, weakness, and opportunities analysis
-CIIM scores
-Cultural Relevance measures
-Ad Effectiveness Measures
-DEI Metric
-3-hour work session for every 12 ads submitted
In-language ad testing sample sizes:
Hispanic Spanish Media Viewer (N=100)
Asian English Media Viewer (N=100)
Competitor Segment Scores
What’s included in the deliverable:
-General Population Weighted CIIM Score
-Aggregated Multicultural & Inclusive CIIM Score
Competitor segment scores sample sizes:
-General Population Weighted (N=425)
– Aggregated Multicultural & Inclusive CIIM Score (N=510-600)
Open-Ends Analysis
What’s included in the deliverable:
– Open-Ends Analysis: Includes an analysis for one segment. General Market targeted ads will be provided a multicultural open-ends analysis, while segment-specific targeted ads will be provided with an open-ends analysis for the ad’s respective target segment.
Supplementary segment-specific open-ends evaluations will be subject to an additional premium cost.
– Mind Map: A mind map is a diagram that illustrates relationships between individual
mentions of words and phrases. Two diagrams are presented to visually organize positive versus negative open-end response sentiments from responses classified as
‘Message/Culture.’
Beyond-the-Numbers Creative Analysis
What’s included in the deliverable:
– Immersion of current practices
– CIIM Score performance review
– Actionable recommendations for ad/brand improvement
– Qualitative open-ends analysis
– Best-in-culture practices
Process & Timeline
We typically introduce new clients to CIIM™ via a 30-minute introductory call. We will review methodology, answer questions, and prep for next steps
Client Introduction
The client will fill out a submission form (example can be found in the references pages of this deck) that includes all assets and necesary information for the CIIM™ Team to price the client’s testing
Asset Preparation
Initiate Procurement
The CIIM™ Team will create an SOW based on the information within the CIIM Submission Form for the client’s review. We will wait to review the client’s PO
SOW Creation
Upon SOW client approval and MP4 links provided, the CIIM™ Team can begin fielding the client’s assets. The fielding time is typically 2-3 weeks. This fielding time will be impacted by potential customizations and target segments
Fielding Process
Once out of field, the CIIM™ Team will begin the dashboard development process. This process typically requires 3-4 weeks. If an Open-End Analysis was included, that analysis will require and additional 2 weeks after the dashboard development
Dashboard Develpment
The CIIM™ Team will present the client with the results in a 1-hour work session or presentation maximum to interpret dashboard results for every 4 ads submitted
Dashboard Walkthrough