Can Digital Media Play the Gender Card in Ad Sales?

By The Myers Report Archives
Cover image for  article: Can Digital Media Play the Gender Card in Ad Sales?

 What the heck is going on between men and women in our business? In our recent survey of more than 350 advertiser and media agency executives, all engaged in digital advertising, there is an extreme disconnect between male and female respondents in the importance of performance attributes on which they base their media decisions. These disconnects do not appear to be based on any criteria other than gender. Please share your suggested reasons for this differential in value between male and female respondents with me at jack@mediavillage.com.

Among female decision-makers, 70% consider a safe and low fraud environment for advertising to be extremely important to their decision-making process in the selection of media placement partners (9/10 on a 10-point scale). Only 52% of male respondents rate the category at the same degree of importance. A similar male/female disconnect occurs in six of the seven categories measured. Only the comparative importance of programmatic and automated investment capabilities, which ranks last among the seven categories, is rated at the same degree of importance.

Respondents rated digital media sellers on their perceptions of each company with which they do business based on their performance in each of these categories. The survey results are being delivered to MediaVillage member companies on their performance in the next few weeks, with top-line results published in Jack Myers TomorrowToday and at MediaVillage.com. In our evaluations of digital media company performance, we will explore whether there are differences in how male and female respondents rate each company across the performance attributes.

Copyright ©2024 MediaVillage, Inc. All rights reserved. By using this site you agree to the Terms of Use and Privacy Policy.