US Insights

Gender’s Role in Placement Strategies

Kate Ginsburg

VP, Product Marketing & Innovation

Brands 03.28.2019 / 12:00


What's the value of media placement in the gender progressiveness journey?

The data from AdReaction: Getting Gender Righthelped identify strategies for avoiding gender stereotypes, applying progressive targeting strategies in marketing plans and how to work on getting gender responses right. In chapter five, we look at the value of media placement in the gender progressiveness journey.

From category to category, the role of women and men varies. Even in a category where women are more commonly the primary purchasers, the decision-making, usage and influencing roles may have quite different gender profiles.


When creative for a dual-usage product can’t be improved pre-launch to appeal to a wider gender base through Link™, specific channel placement can help optimize campaign return-on-investment. Whether target segments are needs-based, or psychographically or behaviorally defined, it is likely that they can be profiled by gender and that may help improve the accuracy of media placements by segment. Kantar data shows that across TV as an example, many channels can have significant gender splits, while others are more evenly distributed.


Unfortunately, the gender issues around media effectiveness are more complicated. Kantar’s US CrossMedia MarketNorms® database analysis uncovered a surprising finding – women are less impacted by paid media campaigns, including TV, digital and print. Global Brand Lift Insights MarketNorms® data also shows a widening gap in digital effectiveness between men and gender.


Because aggregate gender responses to creative content are on par, targeting/placement issues and/ or in-market receptivity are more likely to blame. Marketers should understand that gender is an important consideration in defining, targeting and optimizing media. Alongside creative evaluation, campaign effectiveness testing by gender is fundamental to improving media efficiency.

For more information and to check out the full study, click here.

To listen to a presentation of the study, click here.

Source: Kantar

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