It pays to be inclusive.
LGBTQ-themed display ads drive stronger brand recall than the generic advertising. This is according to “LGBTQ Ad Format Effectiveness Study“, conducted by The Nielsen Company for gay social networking app Hornet, as it found that 62% exposed to the LGBTQ-themed ads correctly recalled the brand advertised compared to just 58% exposed to generic advertising.
In the last quarter of 2017, Nielsen interviewed LGBTQ-identifying male adults in the US, aged 18-54, to “better understand the consumer impact of LGBTQ-themed branded advertising served to LGBTQ audiences.” Specifically, the research wanted to “evaluate the effectiveness of a variety of ad creatives from different brands that feature messages of inclusion, equality, or diversity. Effectiveness (was) compared against that of generic ad creatives from the same brands that do not feature LGBTQ-friendly messaging.”
Nielsen found that LGBTQ-themed display ads generated significant increases in brand affinity, purchase intent, and recommendation intent. “After exposure 13% of respondents exposed to the LGBTQ-themed ads indicated they felt more favorably about the brand advertised compared to just 9% exposed to generic advertising. Seventeen percent indicated they were more likely to purchase a product from the brand compared to 13% who saw generic ads.”
It also found that “respondents exposed to the LGBTQ-themed ads were significantly more likely to indicate agreement with key brand attributes. A larger percentage of respondents who were exposed to the LGBTQ-themed ads agreed the brands advertised were “Progressive” (66% vs. 56%), “Inclusive” (65% vs. 55%), and “Caring” (61% vs. 52%).”
The study similarly found that the purchase impact from LGBTQ-themed ads is 44% higher; that 75% of the LGBTQ-themed ads tested outperform generic ads in driving brand recall; and that, of those surveyed, 73% agreed they don’t mind paying extra for a premium product or service.
“With this study, we hope to help brands improve their marketing and advertising as it relates to the LGBTQ community,” said Sean Howell, president and co-founder of Hornet. “Our community is one of the most highly sought-after demographics, and creating campaigns that speak directly to this consumer with authentic and inclusive messaging is what distinguishes brands from general market advertising.”