XR Extreme Reach (XR), a global technology company, has joined forces with The Female Quotient (The FQ), an experience and media company dedicated to advancing gender equality in the workplace, to introduce the Representation Index (RX). This pioneering global metric aims to quantify inclusivity in advertising and creative content, providing brands with actionable insights to measure inclusivity bias and better align their content with representation goals, ultimately enhancing marketing resonance and return on investment (ROI).
The RX w unveiled at the Equality Lounge® @ Advertising Week New York on Monday, October 7, 2024. This launch marks a significant milestone for brands and agencies focused on ensuring authentic representation in their advertising campaigns. Starting October 7th, all XR customers will be able to access their RX scores, laying the groundwork for RX’s adoption across the industry.
Advanced Metrics Powered by AI
Leveraging advanced AI models and a global reach encompassing over 140 countries, the RX metric provides real-time analysis of advertising assets, assessing key diversity dimensions such as age, gender expression, body type, skin tone, and plans to soon include accessibility and authority. These elements collectively contribute to the RX score, which can be calculated at various levels, including industry vertical, brand, campaign, and specific assets. To date, more than two million assets have been analyzed, enabling marketers to track their progress against industry benchmarks and identify opportunities to optimize their content.
Leadership Announcement at Advertising Week
Jo Kinsella, global president and chief operating officer of XR Extreme Reach, and Shelley Zalis, Founder and CEO of The Female Quotient, will introduce the RX during a live onstage session at the Equality Lounge® @ Advertising Week New York. This session will reveal RX scores by industry and discuss how RX delivers essential data intelligence, helping brands understand, measure, and enhance their representation efforts.
“XR is committed to creative responsibility and enhancing the role of creativity in driving consumer engagement. Our aim is to empower every brand globally to measure inclusivity, fostering deeper connections with their audiences,” said Kinsella. “Through data intelligence, we can amplify creative impact and ensure that representation is both measurable and meaningful, driving audience resonance for all advertisers.”
Zalis emphasized the significance of metrics in driving progress, stating, “As a pioneer of online market research and Co-Founder of SeeHer and GEM (Gender Equality Measure), I understand the transformative power of metrics. The RX metric provides brands with a comprehensive tool to measure what truly matters and to evaluate and enhance their representation in creative content. We are excited to partner with XR in setting this transformative new industry standard.”
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