SeeHer’s Intro to the GEM® Suite of Measurement: Optimizing the 3C’s
Executive Summary
In 2016, SeeHer spearheaded the creation of the Gender Equality Measure, or GEM®. It is the first data-driven methodology and global gold standard for measuring gender bias in ads and content. The GEM® methodology has been leveraged to test more than 300,000 ads in 14 countries outside of the U.S.
The depth and breadth of GEM® has enabled SeeHer members to improve the quantity and quality of representation of women and girls in advertising and content. It provides marketers and media companies with diagnostics, as well as predictive drivers for optimizing content through the accurate portrayal of women and girls. High GEM® scoring content is strongly correlated with brand health as well as sales outcomes.
In this webinar, learn more about the GEM® methodology and how you can leverage GEM® in your creative development and ad effectiveness measurement.
Speakers:
Latha Sarathy
Chief Research Officer
ANA and SeeHer
Yatisha Forde
Sr. Director, Insights & Thought Leadership
SeeHer