No one left behind: Why brands should prioritize accessibility

By Mariah Cooper, published by Campaign

Current Global, MAGNA and IPG Media Lab study spotlights social media’s burden on the disabled community.

Most people take social media for granted as a part of our everyday lives. But for people with disabilities, participating in the online conversation isn’t always easy.

Despite making up 15% of the global population and having a disposable income of more than $8 trillion, accessibility remains an issue for people with disabilities.

Current Global, MAGNA and the IPG Media Lab’s released a study on Wednesday, “Digital Accessibility: The Necessity of Inclusion,” which surveyed more than 800 people living with visual, hearing, cognitive or speech disabilities across the U.S. and the U.K.

They found that 98% of people with disabilities consume content weekly, particularly visual content, including social media (89%), TV shows (86%) and short video clips (80%).

But people across the disability spectrum agree that platforms are difficult to use, including 22% of people with visual impairments, 17% of people with hearing disabilities, 23% of people with cognitive disabilities and 27% with speech impairments.

They cited problems such as difficult navigation, interference from ads, small text, misleading buttons and too many menus and options. One anonymous respondent specifically called out Instagram for being “difficult to understand” because they could “rarely see what I’m looking for.”

While some platforms offer assistive tools for the disabled community, most agree they are hit or miss, with 64% reporting trouble consuming content with assistive tools. More than half (56%) of respondents don’t have access to assistive tools because of high costs.

But the onus isn’t all on media platforms. Brands also have to prioritize accessibility by focusing on what people can do — not what they can’t.

According to the study, 81% of respondents reported a negative emotional response (31% citing frustration) when they encounter inaccessible brand communications. When brands are accessible, 81% of respondents say they feel connected to the brand and have a positive emotional response.

Brands overall are not great at accessibility, according to the survey, in which just 40% of respondents said brands are doing a “good job” in this area.

“Content is published every day that’s inaccessible to many, but it doesn’t have to be that way,” George Coleman, co-CEO of Current Global, said in a statement. “If brands don’t adjust their communications strategies to reach all audiences, they will miss out on forging long-lasting relationships with a large population of consumers.”

In response to the survey, Current Global partnered with the Public Relations & Communications Association (PRCA) to publish the PRCA’s Accessible Communications Guidelines, which helps agencies be more inclusive of the disabled community with clear guidelines and practices. On social media, for example, brands can add alternative text to images, caption videos and indicate if hyperlinks lead to audio, picture or video files.

“It’s astounding how much work still needs to be done to make communications accessible to people with disabilities,” Kara Manatt, SVP, Intelligence Solutions, MAGNA, said in a statement. “This audience is consuming a lot of content, so brands need to ensure they put in the work to make communications more accessible.”

“Assistive tools are only part of the solution — if communications aren’t accessible, the tools can’t really be effective.”

Read the article at Campaign Live

TO EFFECTIVELY REACH PEOPLE WITH DISABILITIES, BRANDS MUST PRIORITIZE ACCESSIBILITY AND INCLUSIVITY ACCORDING TO NEW STUDY BY CURRENT GLOBAL, MAGNA & IPG MEDIA LAB

Current Global with the Public Relations & Communications Association Release Industry Guidelines  

New York, NY – April 21, 2021 – People with disabilities, representing 15 percent of the global population, regularly consume all types of content, but are they able to fully access that content comfortably? A new study by Current Global, MAGNA and the IPG Media Lab, “Digital Accessibility: The Necessity of Inclusion,” answers this question and more by revealing that brands must prioritize accessibility and inclusivity in communications planning – it’s no longer a “nice to have.”

With a collective global buying power of $8 trillion, this community represents a significant audience for marketers to exclude by default or design:

  • 285 million people are visually impaired; 39 million are blind and 82 percent of all blind people are age 50+.
  • 466 million people have disabling hearing loss; by 2050, that number will rise to over 900 million.
  • Between 1-3% of the population has an intellectual disability, as many as 200 million people; intellectual disability is significantly more common in low-income countries – about 16 in every 1,000 people.
  • About 18.5 million people have a speech, voice, or language disorder.

 

“Content is published every day that’s inaccessible to many, but it doesn’t have to be that way,” said George Coleman, Co-CEO of Current Global. The agency made an industry-first commitment in December 2020 that every piece of communication developed, curated or published on behalf of the firm and its clients will meet the highest accessibility standards. “If brands don’t adjust their communications strategies to reach all audiences, they will miss out on forging long-lasting relationships with a large population of consumers,” he added.

Study participants had visual, hearing, cognitive, or speech disabilities. The findings show that people with all types of disabilities consume many forms of media, yet have trouble accessing content comfortably and with ease, even when using assistive tools. Understanding the lived experiences of people with disabilities clearly shows assistive tools don’t always work, with the content itself being half the problem. In addition, the study found that accessibility in communications has a direct impact on how people feel about a brand.

  • People with disabilities are regularly consuming all forms of content weekly or more often, particularly visual content (98%): Social media, TV shows and short video clips are favored by survey participants (89%, 86%, and 80% respectively).
  • Social media platforms are comparatively difficult to use: No matter the type of disability, people find social media somewhat difficult or very difficult to use (visual: 22%; hearing: 17%; cognitive: 23%; speech: 27%). Some of the problems reported include small text, misleading buttons, ads interfering with actual posts, far too many options and menus, and hard to navigate.
  • Assistive tools are a flawed experience: 54% of respondents, regardless of disability, use an assistive tool to help read, view, or listen to content; 64% of those who use an assistive tool reported having problems consuming content even with an assistive tool and 34% have problems consuming content because of the tool itself. Moreover, 56% of the overall audience needs assistive tools, but don’t have access to them – citing cost as a major issue.
  • Lack of accessibility has become a normalized experience: On the surface, people think brands are doing a good job (40%), but standards are low to begin with; the study found that people with disabilities were not sure what changes companies should make.
  • Inaccessible communications cause negative emotions and can have serious repercussions for brands: 81% reported a negative emotional response when a brand’s communication was inaccessible, with 38% also feeling frustrated. When brands are accessible, they reap a host of benefits, with 60% taking a positive brand action and 81% having a positive emotional response and feeling connected to the brand.

 

“It’s astounding how much work still needs to be done to make communications accessible to people with disabilities,” said Kara Manatt, SVP, Intelligence Solutions, MAGNA. “This audience is consuming a lot of content, so brands need to ensure they put in the work to make communications more accessible. Assistive tools are only part of the solution – if communications aren’t accessible, the tools can’t really be effective.”

The full “Digital Accessibility: The Necessity of Inclusion” study, which queried over 800 people from the United States and United Kingdom, can be found below.

Download the full report 

 

New Guidelines Designed to Make Communications Accessible to All

Current Global worked with the Public Relations & Communications Association (PRCA) to publish the PRCA’s Accessible Communications Guidelines, also in partnership with the PR Council. The free guidelines detail the tools available to agencies and in-house teams and the standards and processes they should apply to make their content as inclusive as possible.

Download the PRCA guidelines

 

“As professional communicators, it is incumbent on us to make communications inclusive for people of all abilities so we can reach every member of society,” said Francis Ingham, Director General, PRCA and Chief Executive, ICCO. “The technology and tools to help us do this are readily available, so the key priority is to update the way we work to adhere to best practices laid out in the guidelines.”

To supplement the research and guidelines, Current Global created a website to inspire, inform, and instigate change across the industry. The site will feature relevant research, news, best practices, cases studies, and an accessibility commitment that organizations can sign to show their intent to develop, curate or publish communications that will meet the highest accessibility standards.

About Current Global:

Current Global is part of IPG’s (NYSE: IPG) DXTRA unit and its portfolio of public relations and communications firms. A midsized global agency with a full-service offering, our team of inquisitive, insightful, and imaginative people mix scientific rigor with creativity to get to the very core of how communications can drive outcomes. Our heritage is a deep understanding of earned media, but we are equally adept at developing integrated campaigns that encompass paid, owned, and social. Discover how we help clients Own the Moment at www.currentglobal.com.

About MAGNA:

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn and Twitter.

About IPG Media Lab:

Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies, and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

 

Media Contact:

Zinnia Gill

Mediabrands

Director, Global Corporate Communications

(646) 965-4271

[email protected]

 

NEW STUDY BY VERIZON MEDIA, MAGNA & IPG MEDIA LAB FINDS INTERACTIVE AD FORMATS ENGAGE HARD-TO-CONVINCE AUDIENCES

New York, NY – April 12, 2021 – Accelerated adoption of e-commerce sales has led to a critical need for brands to shift how they reach and engage with people online. A new study by Verizon Media, MAGNA and IPG Media Lab, “The Interactive Effect,” reveals that interactive ads are an effective way to increase engagement, as they cast a wider audience net by quickly grabbing attention and re-engaging those who have previously rejected the brand. In addition, the study found environment to be key when leveraging interactive ads: legitimacy and site quality can be the difference between people interacting with these ad formats or not.

The study set out to determine the value of interactive native ads compared to standard native video ads and explore what marketers should consider when leveraging these rising ad formats. The study found that hard-to-convince audiences, such as those not immediately in-market for the product, are drawn in by curiosity. On the other hand, interactive ads effectively shape opinions of “quality” and “innovation” among people who have previously rejected the brand.

“Audiences are embracing interactive experiences, and expect the utility to learn more about a brand or message,” said Iván Markman, Verizon Media Chief Business Officer. “The study’s results illustrate consumer appetite for interaction and brands’ ability to deepen engagement, and we expect dynamic, creative, and responsive advertising trends to continue acceleration.”

Specifically, the study examined the effectiveness of Verizon Media Moments formats. Moments is a premium full screen experience that scales across Verizon Media properties and is available via the DSP. A Moments ad is revealed as a user scrolls vertically until the experience fills the screen and supports a variety of immersive features such as clickable touchpoints to learn more about a product, 360 & panoramic views, and carousel.

Additional key findings of the study include:

  • People are more likely to interact with ads that feel more familiar to them: The Moments+Carousel format was seen as more familiar to people, leading to higher interaction rates (+60%) compared to the interactive ads average.
  • Interactive features should be tailored: Though ads with clickable touchpoints were effective for all, 360 virtual experiences are a good option among those without previous brand experience and might need more product information, while fun games are welcomed most among people who have previously purchased the brand.
  • High interaction led to strong persuasion: Moments+Carousel led to a +6% increase in both brand favorability and purchase intent, whereas standard video ads only increased +3%.
  • Moments+Video ads drive impact earlier than standard video: Moments+Video surpasses standard video ads in driving purchase intent at 30% completion.
  • Interactive ads reign supreme on premium websites: Interactive ads work harder in driving purchase intent on premium sites (+5%) and lead to higher interaction rates (+7%).

 
“This research shows that engaging, interactive content online has the ability to go beyond connecting with existing customers. Interactive ads peak the curiosity of broader audiences, offering a unique opportunity to engage with previous brand rejectors,” said Kara Manatt, SVP, Intelligence Solutions, MAGNA. “Ultimately, we see interactive ads changing the minds of those brand rejectors – something that’s often very difficult to do.”

The study consisted of a controlled testing of standard and interactive ad formats on sites with varying levels of ad load. Participants were given a survey with demographics and screeners and randomized to be served a test or control ad. Post exposure survey was used to measure traditional brand metrics and qualitative feedback, and interactions were tracked as well.

View an Infographic of the Study Here

 

Download Full Study Here

 
About Verizon Media:
Verizon Media, a division of Verizon Communications, Inc., houses a trusted media ecosystem of premium brands like Yahoo, TechCrunch and Engadget to help people stay informed and entertained, communicate and transact, while creating new ways for advertisers and media partners to connect. From XR experiences to advertising and content technology, Verizon Media is an incubator of innovation and is revolutionizing the next generation of content creation in a 5G world.

About MAGNA:
MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.

We are a team of experts driven by results, integrity and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn and Twitter.

About IPG Media Lab
Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

Media Contact:
Zinnia Gill
Mediabrands
Director, Global Corporate Communications
(646) 965-4271
[email protected]

The Importance and Impact of Media Equity in 2021

By David Tucker, SVP Strategy

The inequities in American society have been laid bare across the news headlines in recent years. The ubiquity of smartphones and social media have provided more visibility and attention to ongoing systemic issues of racism and exclusion. Following the 2020 crisis of the pandemic – which disproportionately affected minority groups – and the deaths of George Floyd, Breonna Taylor, and others, the calls for change grew. Both internally at MAGNA and Mediabrands and among our clients, it was clear that we needed to harness the power and dollars of media and advertising to address issues of representation, equality, and equity.

In March 2021 we introduced our Equity UpfrontTM, to bring attention and drive investment in media properties that serve the interests of disadvantaged groups. We began with BIPOC-audiences and media properties, but our efforts will expand to cover more underrepresented groups.

The need for greater minority-owned media investments was clearly present in the data we were examining in our daily insights and investment work. Our analysis revealed there was a capital case for investing in Black audiences. We also saw the very crucial role that media played building connections between and among Black audiences and brands. Finally, we realized the need to foster communities that bring together black media owners, creators, and audiences to create the kind of impact that brands want to have – both for their marketing KPIs and for the world.

The capital case for investing in Black American audiences is powerful. At 48 million people, Black Americans represent a sizable, young audience (average age 42) with $1.4 trillion in buying power, greater than the GDP Australia. Black Americans, as they always have done, are leading migrations into centers of culture and economic growth. This is perhaps why their disposable income is (finally!) rising faster than the US average. Lastly, they’re motivated to level up their skills and success: Black Americans are twice as likely to plan to go back to school or start a new business.

With this powerful audience, media plays a crucial role in fostering connections. These are connections brands need to power their future growth. Black voices lead mainstream culture in areas of music, sports, dance, fashion and more. They are voracious consumers of media and early adopters or everything from CTV to podcasts, creating more chances to intersect with their lives in meaningful ways. Black audiences want brands to use these connections to drive change. Two-thirds are passionate about social issues and want brands to speak up and out. And when brands do, Black audiences are 30% more likely to believe they’ve done so out of a genuine concern.

With powerful capital and a desire for connection the Black Audience is ready for greater advertiser investment. Black-focused ad spend in 2020 remained below 2% of total spend, despite Black consumers being 13%+ of the market. The inaugural Equity UpfrontTM is a first step towards building community, bringing together brands and the media properties best positioned to reach, empower, and motivate Black Americans. To build these robust communities requires representation and an authentic voice. That’s why we found that Black consumers were 3.7x more likely to be consuming content from Equity UpfrontTM participating media companies than the general internet (as measured by the Top 100 ComScore properties). Ownership is a critically motivating factor too: 30% of Black consumers have actively supported minority owned businesses recently. The companies that participated in our Equity UpfrontTM ranged from black-owned to black-targeted, but all bring forward the representation required at all stages of production and talent to speak authentically (and to help brands do so as well) to a highly desirable audience.

It is without question that more work remains to be done. But a majority of all Americans believe companies have a moral imperative to speak out against racial injustice. With our continuing Equity UpfrontTM work, we will drive forward the work of speaking out, empowering, and building the case the authentic connections with all groups. The money and power represented by media and advertising can be channeled towards outcomes that benefit all.

Flash POV: AMC Networks Up Front

By Stefanie Morales
 

AMC Networks Highlights its New and Returning Content, with a Focus on its Addressable Advertising Products

 
AMC Networks hosted a tailored agency presentation across the IPG umbrella covering the entire brand portfolio of AMC, BBC America, IFC, Sundance, and WE. AMCN opened with a side-by-side strategy of viewers and partners.
 
Focusing on viewers-first, the network highlighted the importance of “fandom” and the shows/content that impact culture. To that point, the network introduced a four-prong approach to delivering content: Premium Originals, AMCN Digital, Audience Targeting, and the in-house studio Content Room.
 
On the programming side, three of brand’s flagship series will air their final seasons in 2021-22. AMC’s first scripted hit The Walking Dead will conclude with season 11, while Better Call Saul will end with season six. BBCA’s Killing Eve will wrap up its successful run with season four. In addition, production is back in full force for over 40 original series across the five networks.
 
Several new series were announced, including:

  • Moonhaven – A sci-fi thriller set 100 years in the future, where the human race has established a utopian community on the moon.
  • Dark Winds – Psychological thriller set in the southwest in the 1970s, centering around two detectives investigating a double murder
  • Walking Dead Universe Expansion – A third spinoff of The Walking Dead, an anthology series of standalone single-hour stories
  • Anne Rice Universe – AMCN has acquired the Anne Rice collection, and the venture will begin in 2022 with a reinvention of Interview with Vampire

 
The network highlighted four of its digital originals including, two Better Call Saul off-shoots (Ethics Training with Saul and Slippin Jimmy), a Fear the Walking Dead tie-in series (Dead in the Water); and Cooper’s Bar, which follows the dream of one man to create the perfect tiki bar experience in the backyard of his LA bungalow.
 
Under the AMCN Digital pillar, Evan Adlman, SVP of Advanced Advertising, made clear the importance of not limiting the network’s content to their own walls and to instead partner with as many streaming platforms as possible. We believe this is strong programming strategy in a diminishing linear environment and overall shift to on-demand and CTV. AMCN Digital allows clients to buy across multiple platforms at scale, including owned streaming channels such as AMC Presents and WETV Reality, which are available on Pluto, IMDB, Sling, and Samsung Smart TVs. According to AMCN, these streaming channels bring a net-new audience that don’t watch on linear.
 
After the AMCN digital segment, the focus shifted to buyers, with a presentation on audience targeting capabilities. AMCN offers buyers the ability to build custom audience segments across linear and digital to deliver campaigns that can drive business KPIs. The network is part of several advanced buying platforms such as OpenAP, Xandr, and their own internal tool Mediator, providing agencies the flexibility to transact on the platform of their choosing. AMCN also offers addressable targeting across linear, VOD, and digital. Within the data-driven linear tool, AMCN offers two tracks: Precision, which optimizes an audience in real time, or Efficiency, which optimizes on a price target. Within deals, the network also offers clients attribution products to deliver impression-based or outcome-based guarantees, depending on the client’s needs.
 
Lastly, AMCN highlighted their in-house branded entertainment agency and content studio, the Content Room. Products offered from the Content Room include custom creatives, brand integrations (across linear and SVOD), and experiential marketing such as the Sundance Film Festival or Comic Con. The Content Room also allows brands to partner with AMCN on Purpose Driven Marketing, including supporting important cultural activism groups such as Outlier Society and Color of Change (DEI), SeeHer (fair gender representation), Conversation International (sustainability), and Save Our Stages (entertainment and arts).
 
Implications for Teams and Brands

  • With so many touchstone shows wrapping up in the next year, there are big cultural moments where brands may want to partner with AMC Networks. The network offers typical in-show integration opportunities and title placement across both its digital and linear properties.
  • AMCN is open and willing to new ad-buying strategies such as audience-based buying and linear addressable; brands should take advantage of the network’s capabilities to experiment.
  • The Content Room could amplify brand efforts through unique opportunities such as live events and the purpose-driven marketing initiatives. We know from our own research that consumers expect brands to be engaged with social issues and part of cultural moments.