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1、1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutDiversity&RepresentationFocus on media planning&buying1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutCreated by the WFA Div
2、ersity Taskforce,supported by:IntroductionJust as important as the messages we put out,is where they show up.Advertisers media planning&buying choices can play a significant role in supporting diversity andinclusion in the mainstream media landscape.And conversely,they can also have,often unintentio
3、nally,a negative impact too.Delivering scale against wide-ranging,diverse consumer bases is rarely a challenge in itself(thanks tomainstream media)but there are substantial opportunities to build more nuanced relevance and fund aricher media ecosystem.Decisions that advertisers take can heavily impa
4、ct the platforms,publicationsor editorial that gets funded(or not),which in turn plays a key role in shaping the overall medialandscape.There are clear Diversity,Equity and Inclusion(DEI)opportunities for advertisers to consider withintheir media choices.These include working with minority-owned and
5、 operated media vendors,helpingto fund narratives and people that are breaking new grounds and empowering community inclusion anddiversity,as well as taking steps to prevent the funding of hate speech and misinformation,withoutblocking positive voices that represent diverse communities.The goal of t
6、his guide is to help advertisers build media plans that are representative of todays society,as well as play a role in building a media ecosystem where diverse voices thrive.Isabel MasseyGlobal Media Director,DiageoJerry DaykinWFA Diversity Ambassador1234IntroductionInclusive Audience PlanningSuppor
7、ting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutAbout this GuideMedia is one part of driving greater representation in our marketing.In 2021,WFAs Diversity&Inclusion Task Force developed a practical Guideto potential areas for bias in the creative process.It works through the fullcrea
8、tive process and highlights some of the key questions that are criticalalong that journey if brands are to end up with positively diverse andrepresentative marketing.Media is one key stage in this process.WFA members have respondedpositively to the guide,requesting more guidance around the mediaoppo
9、rtunity.This document focusses on media planning and buying.Often the barriers to representation come in the form of unconscious bias,so much like in the original guide,in our focus on media,we aim to highlightsome of the simple nudges and critical questions marketers can use to steerthemselves thro
10、ughout.Weve also included a small sample of some of the resources and partnersavailable to support on this journey,though many others exist and we willcontinue to expand this list on the WFA Diversity Hub.The Diverse Creative Process on a Page1Business&brandchallenge2Strategicinsight&Data3Creative&C
11、ommsBrief6Pre-testing5CreativeDevelopment4Agency&Partner SelectionWhat steps are you taking to make sure your brand is accessing all the diverse opportunities for growth?More progressve and inclusive brands perform better and all brands can positively reflect and engage consumers.How are you ensurin
12、g your strategy is grounded in diverse consumer insight?Our bias can get in the way and sometimes we dont understand the nuances of diverse audiences.Are you bringing inspiration and deep insight to the brief?Sometimes we bring our own stereotypes to the brief,or fail to inspire with our intent or o
13、ur insight.Does your testing and learning plan incorporate representative audiences?Broad testing on universal demographics can miss an opportunity to understand diverse perspectives on the work.Are you keeping diversity top of mind at all stages of the creative process?Stereotypes are too often use
14、d in our work,and even with good intent we still sometimes dont get it right.What steps are you taking with your suppliers to bring in more diverse talent?Diverse teams bring new perspectives and make better work,but our industry is simply not diverse enough.7Production8Post-production9Localisation1
15、2Evaluation&Analysis11Launch10Media&360ActivationAre you keeping diversity top of mind at all stages of the production process?We all sometimes fail to deliver on our intent and the teams making the work often lack diversity.Are you checking back to ensure the edit delivers on your vision?Post-produ
16、ction can change the final impression of the work positively and negatively.Are you considering local nuances and ensuring that both global and local impacts of decisions are considered?Sometimes when copy is localized it can either be inappropriate for that market or adapted to be less progressive.
17、How are you building your body of knowledge,effectiveness and insight?We are all just starting this journey,and need to create a learning culture.Have you considered as part of your launch plans the impact amongst different diverse groups?We need to prepare for positive and negative responses from c
18、onsumers and colleagues.Have you reviewed your media plans to ensure they are progressive and appropriate?Where you place your content,and what it funds,is as important as the content itself.1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAb
19、outThemes to ExploreThere are four core themes this guide aims to explore Consciously managing brand suitability andsafety alongside inclusionMaking deliberate media decisions and building partnershipsMeasuring fairly,investing in researchEnsuring audiences are diverse and inclusive at the planning
20、stage3Balancing Brand Safety2Supporting Diverse Voices4Measuring Success1Inclusive AudiencePlanning1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutInclusive Audience Planning1Ensuring audiences are diverse and inclusive at the planning
21、stage1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutInclusive Audience Planning1Insights are a crucial early stage and ongoing input intothe marketing process.Having rich consumer insightsfeed into a brief sets you up for more relevant
22、 andimpactfulmarketingactivity-gettingtherightmessages,to the right audiences in the right places.When it comes to media planning,a diverse and nuancedunderstanding of your audience is critical,especiallywhere targeting decisions could specifically excludedifferent groups,or lead to generalisations
23、rather thancapture representative perspectives.Truly understanding your audiences and ensuring they arediverse at the planning stage sets you up for success inyour approach.SomeSome questionsquestions toto askask yourselfyourselfDoes your brief make it clear that representation is key?Who is your au
24、dience?Who is excluded?Is it right they are excluded?Is the target/audience definition a stereotype or generalisation?How are they visualised?Have you considered different perspectives(capturing real lived experiences)to help you with the direction of the brief?Some available resourcesSome available
25、 resourcesWFA Diversity&Inclusion Hub:Diversity resources including business case statisticsDemographic data:Media planning agency|Population census data|UN Stats|UN DataUnstereotype Alliance Gender Equality Attitude StudyDiversity-focused insights e.g.Sentiment Live(part of DECA)Googles All-In Incl
26、usive Marketing GuideTwitters Disability Inclusion Marketing GuideEnsuring audiences are diverse and inclusive at the planning stage1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutAudience Planning1A big challenge for womens sport is me
27、diavisibility.Globally just 6%of sports coverage isdedicated to female athletes and teams.Advertisersmedia planning approaches can perpetuate this issueby focussing on the male audience.Guinness wanted to tackle this head on.ThroughGuinness#NeverSettle platform,we championedinclusivity by making the
28、 Womens Six Nations(W6N)more visible in media,celebrating its stars acrosspaid,earned and owned media.We worked with large scale media partners,suchasTwitter,tounderlinetheimportanceofcreating more visibility for the players,resulting inthe accounts of the players in the Championshipbeing verified.W
29、e partnered with Wikipedia to writeand verify over 200,000 words of biographies for eachplayer on Wikipedia:often one of the main sources ofinformationformediawhenreportingonthewomens game.Finally,we pitched out multipleinterviews to highlight this activity to sports andlifestyle media.One of the hi
30、ghlights of the media plan was atransparentpressadacrossprinttitlesinIreland,which highlighted the 6%visibility statistic,but when held up to the light the page came to lifealso told the full story of#NeverSettle.Thiscampaignprovedthatweshould#NeverSettle and accept that male sports coverageis all p
31、eople want to see and advertisers can play arole breaking this cycle through choiceful mediaplanning and execution.The visibility of the W6Nduring the Championship saw a shift in the keymarkets of GB and IOI from 4%-33%.Media ownerswere committed and passionate about supporting us.Case StudyDiageo:G
32、uinness&Womens Rugby1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutAudience Planning1We lose a lot of nuance and humanity at the startof the marketing process if we dont have theright audience insights.GSK believes in buildingbrands wi
33、th humanity and that means looking moredeeply at how different audiences relate to ourproducts,as well as how and where they consumemedia.GSKpartneredwithPublicisandadiversityconsultancytobuildouttheiraudienceunderstanding.Asuccessfulsix-monthinitialproject,designed to explore meaningful insights fr
34、oma wide range of diverse communities.The study wascarried out in the UK,Italy,Germany and Saudi Arabiaand looked at changing attitudes towards wellness,proactive healthcare and GSKs Centrum brand.DECA tapped into cultural nuances identified indiversepublicationsaswellascarryingoutextensive survey a
35、nd focus group research.Theproject was designed to shape and inform not onlythe Centrum brands media and content strategy butalso its wider product development and businessacceleration.The research looked at key diverseaudiences in each market,including ethnic minorities,older consumers and LGBTQ+au
36、diences.A selection of the findings were made publiclyavailable to inform an open creative Acceleratorbrief,part of the 2021 Outvertising Awards.Thewinning campaign came from the production agencyPreen,with a tag line of“However you love,loveyourself”and will run as a Facebook and Instagramcampaign
37、in 2022.Case StudyGSK Consumer Healthcare:Centrum Insights with DECA1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutAudience Planning1NationwideBuildingSocietyhasshowcaseddiversity in creative work over the last few yearsviaitsVoicespla
38、tform.In2020itmadeacommitment to make the places where its advertisingappeared more inclusive.It believes there will bepayback from striving for better inclusivity in the longterm as these audiences are commercially powerfuland are receptive to brands who actively engage withthem.It is also morally
39、the right thing to do.92%of consumers who identified as diversewanted advertisers in diverse media channelsrather than just mainstream media.Analysis fromWavemaker and Ebiquity showed that the brand hadsignificant disparity in advertising reach betweenwhite British audiences and most diverse groups.
40、Whilst the big TV,publishing and radio companies doreach diverse groups,their consumption habits oftenmeant a reach gap.Only outdoor,as a largely urbanmedium,and specific urban media properties such asMetro and Evening Standard indexed strongly forBlack,Asian and LGBTQ+audiencesInplanning,itminedthe
41、insightamongtraditional media planning and research tools.They actively engaged with diverse groups,ratherthanjustrelyingon“nationallyrepresentative”samples.The marketing brief template was reviewedto prompt the brief writer to call out more insightaround diversity in the target audience section.Cha
42、nnelandmediaimplementationalplansnowconsider reach and frequency against a range ofdiverse audiences within the target market to seewhere there is over or under-delivery.In buying,it challenged media traders to reachout and invest some of their media budget withtheseoften-smallermediabrands.InTV,Wav
43、emaker and the sales houses have re-looked atchannel and programming priorities to improve reach,most noticeably in South Asian audiences with theirbespoke TV channel viewing habits.And by investingin diverse published media,radio brands that are newtoNationwideandtweakingoutdoorplans,Nationwide is
44、reaching all groups in the UK moreoften.Case StudyNationwide:Closing the Media Reach Gap1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutAudience Planning1People living with impaired hearing are a languageminority.There are approximately
45、 600,000 such peoplein Kenya and they are often excluded from marketingcommunication,media and entertainment.Tusker wanted to drive inclusivity and diversity in itstargeting and messaging.To become relevant to thisaudience,it needed to speak to them in theirlanguage,reaching them on channels that ed
46、ucate,inform and entertain in sign language.TuskerLagerscampaigntodrivecountrywidesupport for Team Kenya in the Olympics presentedthe perfect opportunity,as it strove to fuel a sense ofnational pride among all Kenyans.We formed a strategic media partnership withSigns TV,which broadcasts content in s
47、ign languagealong with spoken words and audio.Broadcasting in 14out of 47 counties across Kenya,Signs TV presentsinformative,educational,and entertainment contentalong with a focus on culture and human rights.ThepartnershipincludedTVassettranslationtosignlanguage,presenter mentions in sign language,
48、andproduct placement within key shows.But the partnership doesnt stop there;we continueto partner to translate our TV assets and sponsor“ThePlaylist”(a youth music show)with Kenya Cane as partof our Flavours of Celebration campaign.These efforts resulted in an estimated reach of500,000 adults with d
49、ifferent hearing abilities,and 1.5mwho want to learn sign language.Case StudyTusker:Reaching people with different hearing abilitiesTHE RESULTSThough the channel is currently not yet monitored by the Kenya Audience Research Foundation(KARF).500kSIGNS TV estimated viewership of hearing impaired perso
50、ns1.5mPeople who want to learn sign languageThis partnership therefore provides an avenue to reach this audience and the impact of our communication will be noted over time.1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutSupporting Dive
51、rse Voices2Making deliberate media decisions and building partnerships1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutSupporting Diverse Voices2Strivingtobemorerepresentativemeansactivelysupporting inclusive content&diverse voices.That
52、couldmean actively targeting diverse coverage or editorial inmainstreammedia,oridentifyingspecificdiversepublications,or individual influencers,to advertise with.As more businesses adopt supplier diversity programmes,media can be a highly impactful opportunity to fundbusinesses that are diversely ow
53、ned and operated,orheavily championing minority talent and voices.Forging deeper partnerships with minority-owned orfocussed media owners can help brands communicatemore effectively and find more meaningful ways toincrease relevance to different audiences.In exchange,itenables diverse creators to ha
54、ve a louder voice of theirown.There are often rich opportunities to not just runexisting adverts,but also to collaborate on new content,develop new insights,or find innovative ways to engage aparticular audience.Asmediaownercontentisoftenfundedbytheadvertising that supports it,advertisers money can
55、havea considerable impact on what does or doesnt getfunded.Many of the more progressive and inclusive TVshows in recent years have only been made possible bythe support of advertisers around them.SomeSome questionsquestions toto askask yourselfyourselfWhich media suppliers receive your media investm
56、ent?Have you found partners who authentically engage?Could a minority-owned,or focused,partner make your work more impactful?Are there opportunities to innovate or co-create progressive and inclusive content?SomeSome availableavailable resourcesresourcesHBR Why You Need a Supplier Diversity ProgramA
57、NA The Power of Supplier DiversityCreative Equals agency diversity auditsGoogles Crafting an intentionally inclusive marketingstrategyMaking deliberate media decisions andbuilding partnerships1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessA
58、boutDiverseVoices2#RepresentationMatters is GSKs ongoing globalcommitment to increasing inclusion across theirmarketing.It sees media partnerships as a way of fasttracking that process and ensuring authenticity byworking with content creators who already understandand speak to a range of diverse aud
59、iences,using theirmedia titles as well as wider mainstream amplificationto tell their stories.UK Sensodyne and Voltarol brands have built amulti-year partnership with Gay Times.Each havedeveloped a different content approach,which speaksauthentically both to the LGBTQ+community on GayTimes channels,
60、but also positively represent it to massaudiences well beyond them.By committing its mediabudgets to a diverse title,the brands were able topartner and get better insights into the audience andtailor campaigns to them.TheSensodyneworkhasfocussedoncasualrepresentation,taking an existing campaign show
61、ingconsumers with sensitive teeth reacting to hot and coldtriggers,but remaking it with a cast of LGBTQ+influencers.Voltaroltookamorepurposefulapproach,sponsoring the charity Pride Sports to support localsports clubs across the country as they adapted to thechallenges of Covid.The Gay Times editoria
62、l teamhelped identify key sports clubs and individuals andturned their stories into the content the brand couldsponsor across a range of media channels.Case StudyGSK Consumer Healthcare:An Ongoing Collaboration with Gay Times1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalanci
63、ng Brand SafetyMeasuring SuccessAboutDiverseVoices2Freeda Media is a progressive media company witha 75%female team.Founded in Italy and now with aglobal footprint,the brand looks to break many of thenegative stereotypes found in womens media titles,whilst also giving a voice to a new generation.KFC
64、waslookingforanauthenticpartnertocontinueitstransformationintoalovedandrelevantbrandforthenextgeneration.Theobjective of the collaboration with Freeda is to supportKFC in becoming a reference point for young people,especially women,and a voice capable of showcasingnew trends and inspiring people.The
65、 new generations live online and do not likedefinitions,they use means that did not exist until afew years ago and they create subcultures that areimportant to know and recognize.KFC wants to listenand understand the lifestyles,the codes of thought andinteraction in which the universe of young peopl
66、e isarticulated.Thegoalistogetclosertotheircommunities through an authentic dialogue.Today Freeda has a community made up of morethan eight million women,who interact with contentevery day on Instagram,Facebook,YouTube,Tik Tokand LinkedIn.And in 2020 it generated,more than 995million video views wit
67、h an average monthly reach of 80million people in Italy,Spain,South America andEngland.Case StudyKFC:A Partnership With Gen-Z Women1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutDiverseVoices2Modern Britain is incredibly diverse,with 2
68、3%of UKadults identifying as belonging to one or more minoritygroupse.g.ethnicallydiverse,multi-languageandability.But this diversity is not consistently reflected inmainstream media.The team wanted to help changethat.Diageo partnered with Channel 4,one of the UKsmostprogressivemainstreamTVbroadcast
69、ers.Togethertheyusedmediainvestmenttocreateactivism at scale,by cherry-picking inclusive and diverseprogramming(as opposed to focussing on audiencebuys)withtheaimofinvesting1.2millioninprogressive advertising airtime.The partnership goesbeyondprogrammingintosupportingkeyculturalmoments with bespoke
70、content creation across minoritycommunities.Case StudyDiageo:Progressive Broadcaster Partnership with Channel 41234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutBalancing Brand Safety3Managing brand suitability and safety alongside inclus
71、ion1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutBalancing Brand Safety 3Strong brand safety protections protect brands fromappearing alongside hate speech,misinformation andother harmful content,and in doing so remove some ofthe ince
72、ntives for creating it.Whilst nearly all brands have measures in place today,its important to recognise that this is an ever-evolvingsituation.Its become increasingly clear that there canbe unintended side effects of brand safety approachesif they are applied over zealously.Whilst such settingsare d
73、esigned to protect vulnerable communities,theycan also begin to defund or silence positive diversevoices too.The media platform Vice found that terms as broad asgay,lesbian,Asian or Muslim were being usedmore commonly than words like rape,death,heroinand gun in advertising keyword blocklists.Researc
74、h bythe tech platform Cheq found that 73%of neutral orpositive LGBTQ+related articles were being blocked bysome brand safety approaches.If such articles areblocked from being effectively monetised,then it canbecome increasingly challenging for mainstream mediaeditors to commission them,and it can en
75、tirely stop thefunding of dedicated titles and voices.Brands can reduce this risk by ensuring their keywordblocklists are not prejudicial or discriminatory in nature,ensuring a diverse group has input,as well as workingwith verification technology partners to minimize theoverallpotentialnegativeimpa
76、ctofbrandsafetycontrols on diverse audiences and media.SomeSome questionsquestions toto askask yourselfyourselfWhen did you last review your brand safety settings?Does a diverse group contribute to your keyword blocklist?Could your blocklist be inadvertently blocking and defunding diverse voices?Can
77、 you supplement your brand safety approach with flexible inclusion focussed lists,appropriate to quality diverse media titles?SomeSome availableavailable resourcesresourcesWFAs Global Alliance for Responsible Media(GARM)Conscious Advertising Network for best practice on media hate speech&disinformat
78、ionYouTubes Brand Suitability Best practicesTwitters Brand Safety PlaybookManaging brand suitability and safety alongside inclusion1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutNew Bayer“Do Not Block”DE&I KeywordsBalancing Brand Safet
79、y3Keyword blocking was hitting reach for Bayer.A2019 US analysis found that just ten words,blocked inexact match formats(SEX,KILL,DEAD,BOMB,SHOOT,TRUMP,CRIME,ACID,FIRE,BLOOD)represented nearly35 million lost impressions annually.It also identifiedsignificant blocking especially on keywords related t
80、odiversegroups,suppressingauthenticcontentplacements and denying revenue to media by and forprotected groups.We reset the exclusion lists being used.We created anew best practice,utilising the“Do Not Block”DE&IKeywords list.This created a series of criteria forinclusion on the lists,starting with th
81、e worst of the worst(swearwords and/or slur)being added to the exclusionlist.Custom brand requirements,e.g.to address knownnegative PR topics,were then added.Where broaderkeywords were required by low-risk tolerant brandsefforts were focused on keyword combinations thatwould only impact blocking neg
82、ative content.WherepossiblenewSentimentAnalysisandSemanticAvoidance were used for better context.A key principle was that we would not block wordsassociated with protected groups that have noinherent negative connotation(black,gay,Jew,etc).We also set up a regular review process designed toeliminate
83、 topical words that have aged and employediAS to match content avoidance settings to a clientsgeneral level of risk tolerance.Implementationofthe“DoNotBlock”DE&IKeywords initiative took place in mid-July and wecan already see pass rates across the regions are now ashigh as 99.9%in key markets,whilst
84、 brand safety rateshavebeenkeptwellaboveindustrybenchmarks.Inventory blocking is now minimal and stringent brandprotection is maintained.We have learned that inventory is being blockedunnecessarilybytheongoinguseofoutdatedmethods and blanket approaches to brand safety.Byutilising sentiment and seman
85、tic analysis,and freeing upkeywords that posed no real threat,we have embracedpublishers and inventory in a way that reaffirms our DEIand GARM commitments.Case StudyBayer:Do not block DEI keywordsGroupM DE&I do not block keyword listAnti blackgaylesbianArabGender identityLGBTQasexualhermaphroditeLGB
86、TQ+AsianhateLGBTQIABlackheterosexualMiddle EasternbinderhijabMuslimbisexualHindupregnantBlack lives matterHinduismqueerBuddhismHIV/AIDSracismbutchholocaustracistcatholichomorefugeechickshomophobereligionChristhomophobiaSikhismChristianimmigrantstraightChristianityIslamstudclosetedIslamictrainsCross-
87、dresserIsraelitransgenderdementiaJewtransphobiaDrag queenJewishveterandykeJudaismvirginfatwomenfemmeWuhanfeminist1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutBalancing Brand Safety3American Asian Pacific Island(API)families becamea t
88、arget in the US during the Covid pandemicbecauseofthevirussassociationwithChina.People of Asian descent experienced a surge in bias anddiscrimination and close to one in three Asian adults(31%)report being victim to slurs or jokes because oftheir race or ethnicity since the pandemic began.Facebook b
89、uilt on Ad Councils Love Has No Labelsplatformtospreadamessageofequityandinclusion.ThecampaignfeaturedacustomPSA,directed by Emmy and Peabody Award-winning writerand producer Alan Yang,which included personal storiesfrom a diverse group of API individuals.The new resources for users to geta deeper u
90、nderstanding of the discrimination facing theAPI community and a custom AR filter.Reach hit 20%,with more than 47.4m people andmore than 108m impressions.Ads drove more than10m video starts and 116k web sessions,reaching morethan 20%of the potential audience,primarily via theFacebook Mobile Newsfeed
91、.To date,the AR filter hasdriven more than 9.5k impressions.Brand lift studies highlighted the level of brandawareness and ad recall.There was a+0.8 point brandlift with as much as+5.3 points with Males 18-24yo.Love Has No Labels brand awareness increased from23%to 30%in June 2020.The campaign recei
92、ved 60presshitswithcoverageinABCNews,AdWeek,NowThis,Yahoo and The New York Times.Case StudyFacebook and Ad Council:“Fight the virus.Fight the bias.”1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutBalancing Brand Safety3As a leader in se
93、xual wellness,Durex,wants to enableeveryone to live their sex lives in their own ways.Delivering sexual wellness and health information mustbeaninclusiveact.Yetonly14%ofLGBTQ+individuals think current sex education is relevantto their experiences-and only 6%felt sex ed gavethem confidence in their s
94、exuality.ItiscriticallyimportantthattheLGBTQ+community and queer youth not be left behindwhen it comes to sex ed.Durex quickly realized BrandSafety strategies often categorize LGBTQ+articles,sites,and voices as“inappropriate.”Durexs ability toreach the queer community was at risk due to lacking anin
95、clusive approach to digital Brand Safety.To tackle this immense and nuanced challenge,Durex partnered with DoubleVerify and a certifiedBrand Safety specialist at Ebiquity to remove biasfrom its brand safety strategies.The collaborationresulted in a nuanced Accountable Brand Safety modelbuilt on the
96、foundations of GARM.Most importantly,theresult is greater inclusion enabling Durex to play its rolein democratizing sexual health and wellness.And the impact is clear.By showing up in LGBTQ+spaces,platformsandalongsidekeyopinionleaders,Durex launched the UKs largest LGBTQ+sex survey.The ability to r
97、each and include the voicesof the LGBTQ+community led to an inclusive sexualhealth toolkit developed and distributed in partnershipwith The Proud Trust.Inclusive media investments through a bias-freeAccountable Brand Safety framework are enablingDurex to reach queer youth.By including the LGBTQ+comm
98、unity,Durex is playing its part in enabling queeryouth to explore and express their identity and sexualitytheir way.Case StudyDurex:Keeping LGBTQ+voices out of the brand safety crosshairs1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutM
99、easuring Success4Measuring fairly,investing in research1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutMeasuring Success4Diverse media titles and audiences tend to be smaller andharder to track.They may even be totally excluded fromsome
100、 of the industry monitoring tools you might use.Demonstrating the true value these media choices bringis key to making it a business imperative.Diverse environments,or the data approaches used tofind harder to reach audiences,often carry a costpremium,but the same can be said of many high-qualitymed
101、ia destinations.We have to be careful to movebeyondchasingthecheapestCPMstotrulyunderstanding,throughmeasurement,thevalueofcontext,relevance and attention.Reaching audiences in spaces where they pay mostattention,and in doing so supporting the voices theymost enjoy,can be worth the premium.Whilst ev
102、ery company will choose to measure successdifferently,its worth investing in dedicated researchsuch as brand lift or sales studies to capture the valuethat a more diverse media mix is having on your bottomline.Without this you cant hope to make the rightbusiness decisions.SomeSome questionsquestions
103、 toto askask yourselfyourselfAre any media suppliers being excluded because they arenot on industry monitoring tools?Do you have a measurement approach in place tomeasure the true value of your activity?What was thecommercial upside or impact on your brand?Have you understood and learnt from the res
104、ponse toyour work,whether positive or negative?Can you make acase study to inspire others?SomeSome availableavailable resourcesresourcesWFA Diversity&Inclusion Hub:Continually updated diversity resourcesOutvertising provide specific support&advice for LGBT+considerationsMonitor feedback to care line
105、s and in mediaANA Gender Equality Metric(GEM)Geena Davis Institute for Gender in Media Unstereotype Alliances UM Metric(see 3Ps Toolkit)Internal or external audits of your overall work(e.g.Creative Equals)Measuring fairly,investing in research1234IntroductionInclusive Audience PlanningSupporting Div
106、erse VoicesBalancing Brand SafetyMeasuring SuccessAboutMeasuring Success4We set out on a journey to intentionally buy moremedia that is representative of the multiculturalaudiences that are such an important part of the fabricof the USA.We put in place a learning agenda using oureconometric models t
107、o understand the true businessimpact of buying media differently and to enable us tolearn and grow.In digital,part of our approach was predicated onsupporting more African American and Hispanicrepresentative and owned and operated partners,using a custom private marketplace of curated sites.Atfirst
108、we found that this inventory was constrained andwhen we looked at the results,this played out with lowreturn-on-investment.Over time,however,we curatedcustom lists,and with close monitoring,responsiblyadded multiple open exchange partners to our inventorypool.In doing so,we were able to significantl
109、y improveour reach potential,and return a strong,positive return-on-investment.This work underscores the importance of having asystematic way of measuring the impact of diversemedia choices and always digging a layer deeper.We could have easily concluded that multicultural mediajust does not pay out
110、 and stopped our efforts in thisspace.But we fundamentally believed that doing theright thing can also mean doing the right thing forbusiness we just needed to figure out how.Case StudyDiageoMulticultural PMPF21 ONDSpendCPMEffectivenessProductivityROIF22 JAS+1,700%+1,700%-49%49%+20%+20%+135%+135%+13
111、3%+133%F22 JAS vs F21 OND(%change)Multicultural PMPAll Digital excl Multicultural PMPBreak-even1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutMeasuring Success4EbiquityandBrandAdvancepartneredtomeasure the reach and impact of media acr
112、ossdiverse audiences in the UK.TV campaigns arefar more likely to see higher indexing reach vsWhite-British,and ethnic audiences watch farless TV per day than average.OOH campaigns arethe opposite,with stronger ethnic reach,driven byinner city transportation and plant distribution.Print activity can
113、 go either way,depending on titleselection with some having a strong ability toreach ethnic audiences.Radio is like TV in its skewand while Black audiences are relatively easy tofind through mainstream stations,there is a selectgroup of stations that deliver more impact.To understand ROI,advertisers
114、 must take amedium to long-term view to appreciate itscontributions.Using exclusive data supplied byBrand Metrics for campaigns running on the BrandAdvancenetworkEbiquityfoundaroutetounderstand advertisings effect in changing thosevitalmeasurements.Evidenceshowsthemeasurements for campaigns in diver
115、sity mediagenerated more consideration,preference and,importantly,action intent than those responses forthe same campaigns in mainstream media.Therecould be several reasons behind this,but a clear,logical one is that campaigns receive greaterengagementfrombeingseeninmediaenvironmentsthatarewelltrust
116、edbytheiraudiences and potentially may also have messagestailored to the environment/audience.Whilstdiverseaudiencesindexdifferentlyacross mass media channels,it is certainly truethat you can reach the majority of these audiencesthroughthem,buttheevidenceshowsthatchoosing deliberately to reach them
117、in morecontextual,more targeted and more representativespaces can have a bigger impact for your brand.Case StudyEbiquity&Brand Advance:Helping advertisers find diverse audiences1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutThe Diverse
118、 Media Planning and Buying Process on a Page3Balancing Brand Safety2Supporting Diverse Voices4Measuring Success1Inclusive AudiencePlanningAre any media suppliers being excluded because they are not on industry monitoring tools?Do you have a measurement approach in place to measure the true value of
119、your activity?What was the commercial upside or impact on your brand?Have you understood and learnt from the response to your work,whether positive or negative?Can you make a case study to inspire others?When did you last review your brand safety settings?Does a diverse group contribute to your keyw
120、ord blocklist?Could your blocklist be inadvertently blocking and defunding diverse voices?Can you supplement your brand safety approach with flexible inclusion focussed lists,appropriate to quality diverse media titles?Which media suppliers receive your media investment?Have you found partners who a
121、uthentically engage?Could a minority-owned,or focused,partner make your work more impactful?Are there opportunities to innovate or co-create progressive and inclusive content?Does your brief make it clear that representation is key?Who is your audience?Who is excluded?Is it right they are excluded?I
122、s the target/audience definition a stereotype or generalisation?How are they visualised?Have you considered different perspectives(capturing real lived experiences)to help you with the direction of the brief?Here on one page are the key topics and questions to be asking.Pick a couple to start focuss
123、ing on today and take it from there.1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutAbout WFAs Diversity&Inclusion Task ForceThe WFA Diversity and Inclusion Task Force is a global platformof the worlds top marketers gathered to drive gr
124、eater inclusionin our work and in our workplaces to accelerate the industrysprogress on diversity.We convene brands,agencies and NGOs to create and curatethe knowledge and resources needed to drive measurablechange.We help set and challenge the global industry agenda,andcatalyse national initiatives
125、 to drive the change locally,so thatdiversity can thrive everywhere.Recent initiatives of the taskforce include:Guide to potential areas for bias in the creative processThe Global DEI Census:Diversity,Equity and Inclusion in the Global Marketing IndustryA marketers approach to diversity and inclusio
126、nFor more information:wfanet.org/diversity1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutAbout GARM The Global Alliance for Responsible MediaThe Global Alliance for Responsible Media,or GARM,isa WFA-led initiative with a focus on brand
127、 safety whichbrings together advertisers,agencies,media platforms,and industry groups to remove harmful content fromad-supported media,and therefore campaigns.By doing this,GARM ensures that societal safety andindustry sustainability are prioritized by the entiresupply chain while allowing for a fre
128、e an open internetthat embraces diverse voices and views.GARMs work is focused on system-wide solutions thatallow for more transparency on content moderation,more visibility on media content inventories,morecontrol in media placement,and more accountability inhow industry participants can assess the
129、ir own progressat making safe and suitable media choices.For more information:wfanet.org/GARM1234IntroductionInclusive Audience PlanningSupporting Diverse VoicesBalancing Brand SafetyMeasuring SuccessAboutWorld Federation of AdvertisersLondon,Brussels,New York,Singaporewfanet.orginfowfanet.org+32 2
130、502 57 40twitter more resources visit WFAs Diversity Hubwfanet.org/diversityCompetitionCompetition compliancecompliance policypolicyThe purpose of the WFA is to represent the interests ofadvertisers and to act as a forum for legitimate contactsbetween members ofthe advertising industry.It isobviousl
131、y the policy of the WFA that it will not be used byany company to further any anti-competitive or collusiveconduct,or to engage in other activities that couldviolate any antitrust or competition law,regulation,ruleor directives of any country or otherwise impair full andfair competition.The WFA carr
132、ies out regular checks tomake sure that this policy is being strictly adhered to.Asaconditionofmembership,membersoftheWFAacknowledge that their membership of the WFA is subjecttothe competition law rules and they agree to complyfully with those laws.Members agree that they will notuse the WFA,direct
133、ly orindirectly,(a)to reach or attempt to reach agreements orunderstandings with one or more of their competitors,(b)to obtain or attempt to obtain,or exchange or attempt toexchange,confidentialorproprietaryinformationregarding any other company other than in the context ofa bona fide business or(c)to further any anti-competitiveor collusive conduct,or to engage in other activities thatcould violate any antitrust or competition law,regulation,rule or directives of any country or otherwise impair fulland fair competition.