ORLANDO – A variety of studies have shown that consumers tend to feel more favorable about brands whose advertising shows accurate depictions of people irrespective of identity group. New technology can help brands to determine whether their ads are aligned with their diversity and inclusion principles.
“The representations of people that we see in the media that we consume every day is very important and it also is really great for business,” Morgan Gregory, co-founder and chief executive of artificial intelligence startup Alltold, said in this interview with Beet.TV at the ANA Masters of Marketing Conference. “Inclusive content has been shown to drive bottom-line financial results for brands.”
Alltold’s technology examines ad content for a variety of metrics, including how much screen time is given to people from different identity groups. It seeks to go beyond the traditional demographic benchmarks and evaluate intersectional identities.
The company collaborated with ad-tech company Innovid to study the most-viewed ads during the first half of the year.
“The thing that was the most surprising to me was a positive surprise,” Gregory said. “The distribution of feminine to masculine gender expressions that we see on screen was just about 50/50.”
You’re watching “The CMO’s Guide to CTV Advertising in 2025 & Beyond”, a Beet.TV Leadership Series at ANA Masters of Marketing 2024, presented by Innovid. For more videos from this series, please visit this page.
