Innovid and Alltold's Trailblazing Collaboration
In a groundbreaking move, Innovid (NYSE:CTV), a leader in advertising technology, and Alltold, a pioneering company specializing in Responsible AI, have joined forces. This collaboration aims to shed light on the state of inclusive advertising within the realm of connected TV (CTV). The duo has just unveiled a comprehensive report titled “The State of Representation in CTV Advertising,” marking a pioneering effort to analyze inclusivity in advertising on such a massive scale.
Understanding the Report’s Core Analysis
The report serves as a rich resource, meticulously breaking down the representation across six critical identity dimensions. These include age, gender expression, skin tone, body size, sexual orientation, and visible disabilities. By analyzing billions of impressions of top-served advertisements from Innovid in the first half of the year, Alltold's innovative AI technology annotated each detected person to glean vital insights on representation and screen time distribution.
Key Findings from the Analysis
Among the prominent findings from the report are:
- A balanced representation between masculine and feminine gender expressions, roughly a 50/50 split.
- A notable trend where feminine gender expression is more prevalent among individuals under 30, while those above 30 lean towards masculine representation.
- Over 70% of screen time is attributed to the lightest four skin tones.
- A significant 93% representation of small- and medium-sized bodies.
- Visible disabilities are portrayed in less than 1% of the ads viewed.
The Importance of Inclusive Advertising
According to Morgan Gregory, the CEO and Co-Founder of Alltold, embracing inclusive advertising not only contributes to a more inclusive world but also enhances business outcomes. Gregory emphasizes the importance of brands establishing a foundation for representation and setting data-driven goals. Through rigorous tracking and reporting, brands can recognize the return on investment (ROI) that comes from embracing diversity in their advertising efforts.
Perspectives from Innovid
From the viewpoint of Dan Mouradian, Senior Vice President of Global Client Solutions at Innovid, advertising is deeply embedded in everyday life. He notes that advertising possesses the unique power to make individuals feel seen and represented. However, there is still significant room for improvement. Mouradian expresses pride in Innovid's collaboration with Alltold, aiming to equip advertisers with meaningful data that informs their approach to inclusivity not only during significant events but throughout every single day of the year.
Accessing the Full Report
For those interested in diving deeper into the insights shared in this groundbreaking report, the complete document can be downloaded from Innovid’s site.
About Alltold
Alltold stands at the forefront of responsible technology, creating AI solutions dedicated to understanding bias, stereotypes, and the relevance of inclusion within creative content. Founded by leaders in Responsible AI from Google's AI Research Group, Alltold scrutinizes video and image advertisements to assess representation across various identity attributes including gender expression, skin tone, hair type, age, body size, sexual orientation, and visible disabilities. Alltold collaborates closely with experts and advocacy groups to ensure the utmost respect and responsibility in their methodologies.
About Innovid
Innovid (NYSE:CTV) is an innovative software platform revolutionizing advertising across connected TV, linear, and digital domains. Their global infrastructure supports seamless ad serving, data-driven creativity, and crucial measurement capabilities. Innovid is recognized for its pioneering technology, striving to transform TV advertising through exclusive partnerships and advanced solutions. With a presence across the Americas, Europe, and Asia Pacific, Innovid is equipped to deliver unparalleled insights and intelligence to its clients worldwide.
Frequently Asked Questions
What is the focus of the report published by Innovid and Alltold?
The report explores inclusivity in advertising across connected TV, analyzing representation based on various identity dimensions.
What are the six identity dimensions analyzed in the report?
The report focuses on age, gender expression, skin tone, body size, sexual orientation, and visible disability.
How is the information in the report sourced?
The findings are based on billions of ad impressions collected by Innovid during the first half of the year.
Why is inclusive advertising important according to Morgan Gregory?
According to Gregory, inclusive advertising not only promotes a fair society but also contributes positively to business outcomes.
What key trend did the report reveal about gender expression?
The report highlights a 50/50 balance in gender expression, with notable differences in representation among various age groups.
