Media Solutions

WHAT IS IT?

The value of Diverse Targeted/Owned Media study aims to measure the potential lift in affinity, trust, and potential sales generated by diverse targeted/owned media outlets in relationship to non-diverse targeted/owned media. Our studies have found that diverse owned media lifts brand trust, ads relevancy, and purcahse intent.

DIVERSE MEDIA ATTRIBUTES

Voices

Affinity

Impact

Our Methodology

Diverse owned/targeted and diverse targeted media entities were chosen based on MAVEN’s classifications of certified diverse-owned/diverse targeted media entities. The selection process also considered non-endemic networks, national, DMA-specific reach.

Phase 1: Affinity Multiplier

Measured the level of affinity connection in terms of uniqueness, values, trust generated by Diverse Owned/Targeted media entities

Medium

Ownership

27K

Respondents Among 5+ Segments

Phase 2: Putting Ads in Context of Diverse Media

Measured the impact that various levels of culturally relevant ads may have on purchase intent when placed in Diverse Owned/Targeted vs. non-Diverse Owned/non-Targeted media

Medium

Ownership

50K

Respondents Among 5+ Segments

Solutions

CONTACT US FOR MORE INFORMATION REGARDING OUR CURRENT SOLUTIONS

5 + 10 =

Discovering cultural relevance insights that align with the brand, CIIM™ Ads testing early-stage creative to guide final creative and maximize impact for advertisers

Incorporating CIIM™ Content cultural relevance scores with reach and frequency planning/media optimizers while leveraging the multiplier impact of minority owned/targeted media through the Diverse Media Accelerator™

Incorporating DEI reflections in ads, establishing baselines, tracking DEI Accelerator™ progress, and improvement on brand trust

Applying CIIM™ Content to understand urgency to develop characters and storylines that authentically depict MC & diverse audiences

Setting CIIM™ Ads cultural relevance performance benchmarks by brand and by segment while infusing cultural insights from creative brief to final execution