CultureRate:Ad - Ad Testing and Creative Evaluation

CultureRate:Ad is referencing the largest database of culturally focused consumer response to ads growing at an annual rate of 100-120 ads.

CultureRate:Ad helps marketers develop more efficient ad campaigns and executions. 

Advertising traditionally is caught in a trade-off between campaigns targeting specific demographic segments, like Hispanic and Black, vs campaigns for the “general market.” We help you transcend this trade-off. Leveraging CultureRate:Ad, our ad testing methodology, we find the sweet spot in nuance, storyline and representation. We take it a step further to help you link cultural perspectives and deepen cultural resonance in general marketing campaigns while making dedicated marketing more effective. Use CultureRate:Ad to get more from your integrated ad campaigns or improve performance of targeted ad campaigns.

The Ad Cultural Fluency Quotient (A-CFQ) at the core of CultureRate:Ad is a powerful metric that improves favorability and purchase intention.

We measure four key experiences felt by survey respondents that reflect their cultural perspective. Use A-CFQ to understand how your executions are helping you become more inclusive of diverse consumers while maintaining your connection to core consumers. Build culturally fluent creative to avoid the risks of relying on generic and bland content, or on nuances that only some groups can understand.

Amplify the insights from your ad’s A-CFQ scores with Groundswell and Backlash metrics. 

These metrics take conventional brand favorability a step further. We quantify the degree to which an ad can “flip” perception from positive to negative or vice versa. A startling 20-25% of consumers experience a “flip” in perception after watching just one ad, depending on the category. 

Combining A-CFQ and Backlash metrics for each demographic segment reveal dynamics that make your ad successful. 

Monthly CultureRate:Ad studies identify ads that resonate across consumer cohorts (Multicultural groups, generations, gender, LGBTQ+ status, etc.) aged 13 to 77.

CultureRate:Ad studies test multi-dimensional performance of ads from a wide variety of categories and  industries, with Cultural Fluency at the center. Leveraging our CultureRate: Ad database and Collage’s new powerful data science capabilities, members can uncover key lessons of how to improve ad performance. Learn more about how Collage Group has helped brands improve Cultural Fluency with CultureRate:Ad in our case study.

CultureRate is a benchmark from which to build cultural fluency and iterate over time.

Establish a starting point that allows for cultural fluency accountability–based on your score, we identify opportunities where you can improve, set timelines and goals for measurement, and tell the story of how and where you are improving cultural resonance over time.

CultureRate:Ad is complemented by our Cultural Traits system, a rigorously proven method for measuring cultural variation. CultureRate and Culture Traits provide a powerful one-two punch: CultureRate enables insights and marketing professionals to discover critical improvement opportunities in brand and ad performance that they can address by applying insights derived from Cultural Traits analyses.

CultureRate:Ad & Brand, Cultural Traits and much more are embedded as part of our consumer research platforms, and available to all members.

Use CultureRate:Ad to evaluate creative and augment standard testing with deep cultural insights into ad performance.

Clients use our CultureRate:Ad methodology on a custom basis to evaluate in-process creative, compare Spanish language and English language executions, and perform portfolio-level analysis to set creative strategy.

But there’s more. In combination with attitudes and usage studies, clients embed our proprietary cultural attributes profiling tool to gain powerful new insights into the connection between brand equities and positioning statements and cultural traits of target consumers by segment and ad performance.