ABX Advisory

Congrats to Chevrolet for having the top US TV ad measured for ad effectiveness by Advertising Benchmark Index - ABX for their all-electric Equinox ad.  #sustainability #UV #electricvehicles #chevy #chevrolet #abx #advertisingbenchmarkindex #advertisingbenchmark #adeffectiveness #ROAS #marketing #advertising #integratedmarketing

Topics: Gender Equality Measure, Media, Integrated Marketing, Advertising Effectiveness, Online/Digital, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, tvadvertising, digital, advertising research, chevy, chevrolet, sustainability, roas, chevyequinox, electricvehicle

Congratulations to L'Oréal. Maybelline New York Super Stay Active Wear Foundation “Sweat Up To 30H Stay, Matte Ink Up To 16H Wear” was Advertising Benchmark Index - ABX's top international in-market TV ad of the week measured for ad effectiveness. An average ad in the category had an ABX Index of 99, while this ad was 158. The ad’s overall Gender Equal Index (GEI) was 112. Interestingly three of the individual GEI KPIs were high – Presented – 149, Respectful – 134, Role Model – 152, but Appropriate was low – 40.   #loreal #maybelline #abxindex #adbenchmarkindex #cosmetics #genderequality #adeffectiveness #advertising #marketing #multimedia #multichannel #ROAS

Topics: Gender Equality Measure, Media, Integrated Marketing, Advertising Effectiveness, Online/Digital, abx-adbenchmarkindex, marketingeffectiveness, videoadvertising, abx, advertising, videocontent, tvadvertising, digital, advertising research, loreal, maybelline, cosmetics, genderequality

Last month's ABX Advisory post, "Positive Portrayals of Females in Ads leads to Financial Gain," announced the major leaps forward advertisers are making in the respectful portrayal of women in advertising.  A 2019 ABX longitudinal survey showed an increase in the presence of women in ads, an increase in understanding as to what makes an ad "appropriate," and a decrease in tolerance for ads that are "inappropriate."  Even more exciting, ABX research shows it is possible to increase sales to women by 45% by depicting females properly in advertising.  Today, we will look at top ABX Gender Equality Index ads in the UK, Germany, Japan and the US to see what is working in each.

Topics: Personal Care, Gender Equality Measure, Global, Corporate Image, Advertising Effectiveness

The respectful portrayal of women in advertising has made major leaps forward according to a longitudinal survey by Advertising Benchmark Index. Other major associations that are promoting female gender equality also report the same terrific progress.  So, if you want to increase sales to women by 45%, read on!

Topics: Gender Equality Measure

The recent AdWeek Announcement of a celebrity Brand Visionary and 12 Brand Geniuses begged the question: are their ads reflecting higher Reputation scores as a result of their corporate outreach efforts?   We've borrowed from the stories of AdWeek's T.L. Stanley, Patrick Kulp, Lisa Lacy and Diana Pearl, who interviewed these marketing heroes.  Since ABX has tested more than 250,000 ads across all media, we decided to take a closer look.  Join us! 

Topics: Retail, Telecom, Cable and Internet, Gender Equality Measure

Stunning News for COVID Advertisers 

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In a study of 360 COVID ads measured by ABX across all media, advertising effectiveness scores were some of the highest we've seen.  Ads featuring thanks to first-responders, helpful advice regarding resisting the virus, and Gender Equality in all ads rose to the top.  See which top three ads worked, and which bottom three didn't.

Topics: Personal Care, Gender Equality Measure, Covid-19, Advertising Effectiveness

Last month, we listed the Top Five Super Bowl ads by how women were portrayed, and saw how those who treated women well also impacted their ad effectiveness. We also quoted Jack Neff of AdAge, who wrote that female gender scores did improve a little this year over last.  Now, let's look at five spots with poor female images according to the ABX Gender Equality Index™, and see what we can learn.

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Topics: Electronics, Gender Equality Measure, Super Bowl Sunday

Everyone's asking, "how did women do in the Super Bowl ads this year?"  "Did they appear empowered?" "Are they shown with respect?" The good news, according to Jack Neff of AdAge, female gender scores did improve a little this year over last.  But, there's still a ways to go.  Meanwhile, here are the top five ads by the ABX Gender Equality Index™ for Females.

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Topics: Automotive, Telecom, Cable and Internet, Gender Equality Measure, Corporate Image, Super Bowl Sunday

Today's post debuts a new series, "ABX takes on the Media," by challenging ads designated as "Hot." Ads cited by popular ad pundits will be subjected to ABX advertising effectiveness testing to see how they really work. Today's post compares June Olay and Macy's ads to see how they portray women.  If you're interested in more about ad effectiveness, or about gender equality, click the links for resources pages.

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Topics: Personal Care, Retail, Gender Equality Measure, Advertising Effectiveness

Earlier this month, ABX, the Association of National Advertisers' and the #SeeHer initiative won the ESOMAR Research Effectiveness Award - the biggest in the industry.  This award underscores our learnings that gender equality in advertising is not just smart, it's good business. Today's post looks at the top ads in gender equality out of 2,091 in the restaurant category as part of our ongoing industry series.  If you'd like to know more about the latest studies on gender equality in advertising, click the link.  And, for additional stories on restaurants and other categories, see this competitive intelligence link.

Topics: Gender Equality Measure