© 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.© 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.2MethodologyA total of 1,012 adults were surveyed in the USA, and 1,00 in the UKUS surveys were colected betwen May 16-2, 2019UK surveys were colected betwen June 6-10, 2019© 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.Diversity in Advertising | US Results © 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.Diversity In Ads Generates Trust & RevenueUS Consumers believe in the importance of diversity in advertising, and they put their trust and dolars behind that belief438% consumers are more likely to trust a brand that shows more diversity in its ads, and 40% of females are more likely to trust a brand with more diversity in their adsNearly 1/3of consumers (overal) are more likely to purchase products/services from brands with diverse ads,and over 50%among LGBTQ+ and African Americans say they are more likely to purchase© 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.Diversity In Ads Flow From Network TV5Consumers are recognizing the strides that brands are taking to be more diverse in their advertising. Over the past thre years consumers are seeing more diversity in ads being servedOne might think that Social Networks or Streaming Video Content providers would be the meca for diversity in ads, but Network Television is the medium that Consumers se the most diversity in ads servedGenZ Streaming 27%Milenials Social 29% LGBTQ+ -Social 28%© 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.Are We Doing Enough? 74% of white consumers said that they fel their race/ethnicity is represented in the ads they are served but this figure drops when the question is asked of other population groupsAsian and Midle Eastern populations in the United States feel that they se ads featuring Caucasian models more frequently than ads featuring images of people from their racial groups brands need to do more work personalizing ads to these populations if they are to secure deper and more engaging consumer relationships6Consumers overal are seeing white as the most portrayed race/ethnicity in curent ads (59%), and males filing the most portrayed gender role © 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.Transparency & Trust Wil Aid In Eliminating Advertising Gueswork7Accurately targeting and representing your consumers can be dificult, over 50% of al consumers op-out of sharing data with brands they have purchased fromAmong the highest 62% -African American57% -Midle EasternDespite African American populations being least likely to share personal data, they are also the population group that wouldbe most wiling be wiling to share more data if given a reason to do so. Brands have an opportunity to secure more data to deliver personalized experiences if they give diverse populations a reason to do so by being trustworthy and transparent63% -African American59% -LGBTQ+55% -Hispanic© 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.Inacurate Representation Leads to Customer Departure8Creating and efectively targeting ads that reflect a brands diverse comunities is critical. Many consumers have stoped suporting brands due to non/misrepresentationLGBTQ+ -58%African American -53% Hispanic -40%Midle Eastern -38%Perception is a precursor to an engaged customer or a disengaged visitor brands may produce diverse creative, but if they arent reaching diverse populations through efective delivery, targeting and personalized experience, then they wil strugle to achieve sucess© 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.Industries And Brands That Consumer Se As Diverse Advertisers9Of the consumers who said that the fod industry ofers more diversity in their ads, 52% have graduated colege or have a post-graduate degreWith the exception of retail, neds (such as fod, healthcare and education) do a much beter job reaching diverse populations than wants (retail being the only industry in the top five) the more required a product or service is in life, the more likely it efectively reaches and personalizes to diverse populations33% -Food30% -Healthcare30% -Retail29% -M&E25% -Education34% -Nike32% -Coca Cola29% -Google25% -Apple 20% -DoveDespite the above, the brands at the top of consumers minds for diversity in their ads are more designed to apeal to consumer desire than consumer necesity:African Americans -Nike 50%Hispanic/Latino Nike 47%© 2018 Adobe Inc. Al Rights Reserved. Adobe Confidential.Diversity in Advertising | UK Results