4A's, Reset Digital Launch Diversity-Focused Programmatic Platform

The American Association of Advertising Agencies (4A's) is joining forces with Reset Digital, a platform specializing in neurocognitive marketing technology, to launch Universal Inclusion, a programmatic platform designed to improve the representation of people of all identities in video brand messaging. This new technology seeks to enable brands to measure the DEI in their current advertising while also having access to data to advertising that has proven successful reaching their target audience so they can use these insights as they build or adapt their creative marketing communications moving forward. The technology presents an opportunity to reset the framework of audience segmentation, creative development and buying algorithms that have not served an inclusive media approach historically. 4As Launch Program Aimed At Black Talent Rational vs. emotional messaging “Through this initiative, the goal is to improve connections between brands and the audiences they serve by helping advertisers mirror people the way people want to be portrayed,” Marla Kaplowitz, president/CEO, 4A's told Adweek. “It is the difference between rational and emotional. Advertising really connects when it hits you on an emotional level and the technology is really trying to get at people’s emotions and then connecting with segmentation and key buying algorithms and that is what is very different. It is about integrating and coming together rather than looking at them in silos. The end result is not only getting people to pay attention but to actually buy your product.” The 4A's believe Universal Inclusion is a more scientific way of measuring improvement in advertising that has never been done before. “The 4A's is endorsing it as an approach to help make members understand bias that exists and the opportunities to leverage new technology to uncover those biases,” Kaplowitz said. “And change the context of the media. I think it will help.” The advertising group has no financial interest in this partnership “whatsoever,” she added. “It is about us trying to support different people within this community and within this ecosystem while also looking at new technologies. We want to be sure we are driving greater equity and among [a broader range of] companies. We are just here to help amplify it to make sure our members are aware and can take advantage of it." How do you scale something like this? Global brands, agencies and publishers, including MilkPEP, dentsu, and Horizon Media have already signed to use the technology. FreeWheel, a Comcast company, also joins as a core technology partner along with Amazon Web Services who will oversee improving the science and infrastructure of the platform. “It’s a vital time for meaningful progress in media, and we’re excited to be partnering with Reset Digital and the 4A’s to help champion rigorous efficiencies in diversifying media,” Mike Law, U.S. president, dentsu’s Amplifi told Adweek. “Universal Inclusion is an inclusive marketing technology platform that allows brands to be bold and embrace people of all identities through video brand messaging and we can’t wait to see how it helps make real change.” Reset’s founder/CEO Charles Cantu explains the multi-step—and customized—process his team undergoes with clients. "The first step is to review some or all of the creative work produced by them and or their agency and score them for the underlying emotional drivers that map to motivations and self-determination theory need states," he said. "Then we share that with the media agencies and client to walk through prospective environments from a connected TV standpoint as well as websites and apps. Informing them exactly where their creatives should be placed and with whom for the best outcomes." Reset Digital will even tell them to go back to the initial story boards or copy, he added. "Sometimes they go back to tweak the creative and in some cases, they decide they want to stick with that particular creative and not create anything new,” he said. Ultimately the work is placed in the “absolute right environment” to resonate those motivations embodied by a marketers creative. Selling more lawnmowers Cantu mentioned one recent lawnmower client sold nearly 18,000 lawnmowers, exceeding expectations, after using the platform and discovering they were not reaching everyone using only a few consistent themes as messaging. Instead of power, achievement and empowerment, the company needed to be emphasizing family, he said. “We said if you design for the other things you will reach more people on a deeper level.” Universal inclusion starts with this human element before layering on the cultural and anthropological applications via research. “We are asking people if this ad is for you or not for you,” he plainly stated. Through that process, the agency and client decided to optimize their creative messaging as well as update the website and language. And sell more lawnmowers. “In today’s day and age, consumers expect a more developed point of view from brands,” said Cantu. “People want to engage with brands that share their values, know who they are, and frame how their product applies to them in an authentic way.”