AD Solutions
What do we measure
urVETTED Creative (powered by CIIM™ methodology) measures cultural relevance and inclusion within a creative through a proprietary algorithm of validated attributes, while also assessing ad effectiveness as a distinct performance outcome.
CULTURAL ATTRIBUTES
Cultural Representation
Authenticity
Unbiased
Cultural Identification
Cultural Values
Cultural Pride
Cultural Celebrations
Cultural Respect
Role Models
Positive Reflections
Inclusion AttributeS
Belonging
Invitation
Care
The Cultural Inclusion Score™ highlights the intersection of cultural relevance AND inclusion in ads.
WE Evaluate 7 Segments
for every measure
Asian
Black
General Population Weighted
Hispanic
LGBTQ+
People with Disabilities
White Non-Hispanic
Can be included in the form of screeners, additional KPIs, Custom Segments, etc. Examples include:
- Wealth
- Parental status
- Geography
- Age Generations
- Purchase Intenders
- Media Language
Solutions
Standard English and In-Language Ad Testing
What’s included in the deliverable:
-Strengths, weakness, and opportunities analysis
-CIIM scores
-Cultural Relevance measures
-Ad Effectiveness Measures
-Authentic Inclusivity Score
-Open-ends sentiment analysis
-3-hour work session for every 12 ads submitted
Competitor Segment Scores
What’s included in the deliverable:
– General Population Weighted CIIM Score
– Aggregated Multicultural & Inclusive CIIM Score
Open-Ends Analysis
- Qualitative open-end analysis is based on the ad’s strengths and weakness as perceived by a segment or aggregated segments of choice (additional segment-specific open-end analyses will be subject to an additional cost).
- Multicultural Sentiment Share based on verbatims
- Cultural Sentiment of Key Words
- Extended Opportunities: Summary of the ad’s open-end performance along with actionable recommendations for improving cultural relevance.
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