According to a recent study by Kantar Video and Synaptic Digital, men and women respond differently to types of information needed to help form purchase decisions. When buying a car, the study finds, men want their information from an independent third party, while women want both paid and earned media to help form a decision.
The study's brand lift numbers show that women seem to have the ability, or the inclination, to piece together messages from a variety of media formats that informs their decision. Conversely, men are most influenced by editorial coverage and were only marginally influenced by other formats. When exposed to all three formats (brand, earned and paid) men saw no lift whatsoever.
The study of 1,800 men and women found that in general, the combination of brand, earned and paid media led to 61% greater brand awareness. But separated out by gender, men's brand awareness was increased only 32% by the combination versus 45% of women.
Other details from the study say:
The report acknowledges that "... It's hard to say whether looking at less than 2,000 people's reactions to paid and earned media has something larger to say about the way men and women can be reached through PR and advertising... it can be said (however) that, depending on the consumer target, advertising is no longer enough, especially when you're trying to reach both sexes."
To access additional material about this study, please visit paidContent.org here.