Ad Solutions
What do we measure
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
Authentic Inclusivity Attributes™
Belonging
Invitation
Care
WE Evaluate 7 Segments
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