Advertisements that do well on CIIM, rank 2.6 times higher on brand relevance

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2019, 2:50 AM UTC

Cultural Insight Impact Measure (CIIM) is a metric that assesses the “cultural relevance” of an ad.

The Association of National Advertisers (ANA) recently released the Cultural Insights Impact Measure, which evaluates the “cultural relevance” of an ad. It also reflects the insights that speak to consumers across backgrounds.

ANA’s Alliance for Inclusive and Multicultural Marketing study highlights that ads that do well on CIIM, rank 2.6 times higher on brand relevance. Viewers of these ads are 50% more likely to repurchase.

They would also be twice as likely to recommend the brand. This is in addition to being 2.7 times more likely to try the brand for the first time. The CIIM metric was developed in association with NBC Universal by surveying over 11,000 respondents across multiple audience demographics. 30% of respondents identified as non-Hispanic White.

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