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Adobe Digital Insights -- Diversity In Advertising 2019 (AUS)

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As part of Adobe's look into the 25th anniversary of digital advertising, and to get to the root of whether or not diversity in advertising has changed in the eyes of the people who consume it, Adobe conducted a global survey of over 1,000 consumers. We looked across generation, gender, ethnicity and sexual orientation in Australia to reveal some interesting takeaways and understand how diversity in creative and the way diverse ads are delivered and targeted translate into brand advocacy and consumer engagement.

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Adobe Digital Insights -- Diversity In Advertising 2019 (AUS)

  1. 1. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
  2. 2. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. 2 Methodology A total of 1,007 adults were surveyed in the AUS, between May 16-22, 2019
  3. 3. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. Diversity in Advertising | AUS Results
  4. 4. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. Trust Comes Though Diversity In Advertising Diversity in advertising is an important factor to AUS consumers, so much that they are more likely to trust and purchase from a brand who shares their same ideals 4 29% consumers are more likely to trust a brand that shows more diversity in its ads, this trend is even higher in the LGBTQ2 community (45%), Asians (46%), and Millennials 43% 24%of consumers (overall) are more likely to purchase products/services from brands with diverse ads, and 39%among LGBTQ+ and Asians say they are more likely to purchase
  5. 5. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. Are We Doing Enough? 2/3rds of consumers said that they feel their race/ethnicity is represented in the ads they are served 5 Consumers overall are seeing European as the most portrayed race/ethnicity in current ads 51%, and females filling the most portrayed gender role
  6. 6. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. Ads Are More Diverse Than Ever Before 6 Consumers are recognizing the strides that brands are making to create a more diverse advertising environment Network TV like in the US stands atop the most diverse video advertising medium, though younger generations (GenZ & Millennials) attribute more diversity to Social GenZ – Social 31% Millennials – Social 33% Among the LGBTQ+ community 64% advise that ads are more diverse
  7. 7. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. Diversity Hurdles in the Digital Ad World 7 Over half of AUS consumers actively opt-out of sharing their personal data with brands they purchase from. The race/ethnicities that is the highest at 60%, is Asian While most racial groups side with the practice of opting- out of data sharing, if brands would provide more diversity in ads, some groups would be willing to share more data 45% - Asian 42% - LGBTQ+
  8. 8. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. Customer Downturn From Misrepresentation 8 Collecting consumer data, creating and effectively targeting ads that reflect a brand’s diverse customer communities is crucial. Misrepresenting a communities identity in advertising efforts can lead to customer downturn LGBTQ+ – 34% Asian – 30% Over half AUS consumers advised that their perception of a brands’ product or service is impacted by their diversity efforts. Effectively reaching your diverse populations with the right creative is critical to brands success
  9. 9. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. Industries That Consumer See As Diverse Advertisers 9 37% of the consumers that saw the Travel & Hospitality industry offering the most diversity in their ads, have received an undergrad or post-graduate degree 30% - Travel & Hospitality 28% - Retail 26% - Food 24% - Healthcare 23% - Telecom
  10. 10. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. Appendix 10
  11. 11. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential. A closer look at streaming 11 The more video sub services fade faster among older AUS generations 43% of AUS consumers advise that they do not have any streaming video content services, 51% have 1-2 services, and 6% have 3+ services LGBTQ+ community are bigger video content subscribers 0 – 35% 1-2 – 54% 3+ -11% # of Video content Subscriptions Generation Z Millennials Generation X Baby Boomers Traditionalists 0 6% 25% 40% 58% 68% 1-2 76% 66% 52% 39% 32% 3+ 18% 8% 7% 3% 0%
  12. 12. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.

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