New York, USA – ANA’s SeeHer, a global movement to eliminate gender bias in advertising and media, partnered up with media measurement and analytics company Comscore to reveal ‘GEM Audiences’, an industry-first digital planning audience insight tool, at the 2023 ANA Data, Analytics & Measurement Conference.
Working in conjunction with SeeHer, Comscore created a new way for brands and advertisers to understand the significance of gender equality for their target audiences from their behavior, interests, and attitudes by embedding gender equality attributes in the Comscore Plan Metrix Suite.
GEM Audiences is poised as the new intelligence solution to be the digital standard that helps brands understand, beyond demographics, how to reach and engage consumers with a gender equality mindset.
Talking about the reveal, Christine Guilfoyle, president of SeeHer ANA, said, “SeeHer has continued to advance vital tools that allow marketers and their agencies to embed gender equality in their media planning and buying practices. This ground-breaking measurement system for the ever-evolving digital ecosystem is one that will reach the next generation of consumers like no other has before.”
“We encourage every marketer to critically evaluate and challenge their current system of operating, since consumers, 52% of which are women, say that the accurate representation of women and girls should be a business imperative. Those who tap into what we offer not only experience immense sales success, they join a movement in shaping society for the better. We are incredibly honored to partner with Comscore on this next dimension of world-changing technology,” she added.
Meanwhile, Danan Ren, senior vice president, head of client insights at Comscore, commented, “This partnership with SeeHer is part of Comscore’s larger effort to amplify the belief that every dollar, every screen, and every person counts as well as the importance of looking past demographics and generalizations for fair representation in audience intelligence. As we bring this to market with SeeHer and the ANA, we hope to engage with more brands who are looking to deepen their audience understanding beyond demographics and quantify the impact of their responsible media initiatives.”
