Frequently Asked Questions

CIIM™

What is CIIM?

Cultural Insights Impact Measure (CIIM), is a leading metric that validates the impact and effectiveness of cultural insights in ads and programming, making a direct correlation between cultural relevancy and business performance -ad effectiveness and purchase intent.

What is the objective of CIIM?

Determine the extent to which culture in ads and programming may lift brand growth.

Why is CIIM important?

According to ANA-AIMM's 2018 Multicultural & Total Market Benchmark survey, while about 70% of marketers advertise to an MC&I segment, only 1 in 8 (16%) embeded cultural nuances in their communications approaches -clearly indicating the value of culture in advertising remains unknown. On the other hand, according to a global IPSOS study, 63% of people don't see themselves reflected in ads and 60% don’t see their community of friends, family and acquaintances represented accurately. Having companies understand how well their ads are resonating with segments via the impact of culture will give them the ability to maximize connections and impact growth.

What cultural drivers does CIIM consider?

Acknowledgement and inclusion; respect of cultures; cultural values; cultural pride; authentic portrayals; positive role models; and celebration of culture among others.

What type of creative units can be tested?

CIIM™ is 100% media agnostic. Marketers may test video, social media, audio, print, OOH. Advertisers are pre-testing semi-final ads (animatics to rough-cuts) as well as final campaigns to be aired or in the air.

What type of creatives are being tested?

Many brands are testing the cultural relevancy of their General Market campaigns, contrasting the relevancy of creative with diverse casting without MC cultural nuances against targeted, more ganuine and culturally-rich depictions of MC&I segments to understand how to optimize relevance and purchase intent in the future. Other brands are testing all their MC&I segmented efforts.

What is considered an “Ad”? Is it a single unit? Can it be a compilation of all creative associated with a campaign?

An ad is a single ad unit of exposure (stimuli) for a brand. A campaign with several separate ads would be not be considered a single unit. The exception would be a Social Media posting that leads to a video and an engagement screen where several of these could be animated to complete a single exposure in :30 seconds or less. Keep in mind that the consumer needs to evaluate ad effectiveness and cultural attributes, thus, a full campaign with several ads would not lead to a precise single score.

What is the methodology for CIIM?

Every ad is 'forced' exposed to 200-260 participants (depending on language and type of creative) who pass a specific screener. Every ad is tested against a primary target sample of 100 and a control group of 100-160 (except in-language efforts) so that for every ad, CIIM scores can be generated for WNH, African American, Hispanic, and Total Market. The ad measures standard industry questionn on ad effectiveness and a proprietary cultural relevance algorithm. Ads are not show in context of shows as this may biased the perception of the evaluation of the ad.

What segments are included?

African American, Asian English, Asian Native Languages, Hispanic English, Hispanic Bilingual, Hispanic Spanish, General Pop, LGBTQ, People with Disabilities, Non-Hispanic White

What industries are represented?

All industries are represented, including but not limited to: Food, Beverage, CPG, Alcoholic Beverage, Automotive, Banking, Financial Services, Auto/Home Insurance Health Insurance, Causes, Retail, Restaurants. Telecom/Connectivity.

Is the CIIM algorithm proprietaty?

Yes, the testing algorithm is proprietary.

What is the submission process?

Please request submission form by clicking here. You may submit your completed forms with the downloadable digital links to Sofia@santiagosolutionsgroup.com

When can ads be submitted?

CIIM is open for testing on a rolling basis. ads are tested in groups of 5 or more and there could be a wait for smaller segments.

In what format do ads need to be submitted?

Please submit digital links of videos that can be downloadable per the submission form.

What is the turnaround time for testing?

The turnaround is typically 2-3 weeks and could be a little more for specialized segments. Every ad in English will receive a CIIM score for WNH, Hispanic English, African American and Total Market.

Can non-AIMM members submit ads?

Yes, non- AIMM members can submit ads for testing. Prices will be 40% higher than published rates for members.

Is qualitative feedback offered along with the quantitative score?

There isn’t a qualitative component in the standard CIIM testing as respondents evaluate ad units. If a qualitative component is desired, it can be programmed at an extra fee and fielded and we can pass the open-ends to the advertiser for further analysis or we can also price out a contextual analysis.

How does CIIM apply to Advertisers/Client-side marketers?

CIIM can be used to set brand performance standards across all creative and media in order to track progress over time.

How does CIIM apply to Agencies?

CIIM can be leveraged to drive improvements in cultural relevance and ad effectives KPIs. Creative executions can be tested at any stage in the process, allowing brands to make changes if/when necessary before going to market

How does CIIM apply to Media Planners?

CIIM content scores can be incorporated in plannig to balance reach and frequency with quality cultural connection. Through CIIM tested spots and CIIM tested scores, planners can place the right ad in the right program in order to maximize purchase intent and even ROI

How does CIIM apply to Media Networks and Content Developers?

CIIM can help increase quality of context connection with Multicultural and Inclusive audiences by developing characters and storylines that authentically reflect MC and diverse audiences.

Will scores remain proprietary?

- Individual CIIM scores will only be shared and disclosed to entity who submitted ad.

- Aggregated results in the form of norms will be shared with AIMM and marketing trade in study findings, webinars, meetings, conferences.

- Best In Class ads will be invited to disclose their ads and results and only shared publicly with a written agreement.

- Any Sector/category/sub-group results will be shared in aggregate when 5+ ads are in a group so as to protect proprietary nature of scores/results.

- All names and logos of companies/brands submitting ads will be disclosed in AIMM material and presentations.

Would a submission of an in-culture or ad in Spanish be meaningful for the study if it didn’t have a GM ad for comparison?

A direct non-cultural GM comparison is recommended but not essential for each submission. Advertisers will get their score versus aggregated norms from other submissions.

How will specific brand names be mentioned or masked in final reports released either internally to AIMM members or externally?

- Individual CIIM scores will only be shared and disclosed to the entity who submitted the ad unit.

- Aggregated results will be shared with AIMM, CIIM users and marketing trade in study findings, webinars, meetings, conferences.

- Any industry sector/category/sub-group results/norms will be shared in aggregate when 5+ ads are in a group so as to protect proprietary nature of brands.

- Brand names in study charts will be masked at all times unless brands have given written prior approval.

- Any public list of brands CIIM tested for educational/promotional purposes will only reflect brands that have given written permission to use their logos in our material.

- Best-In-Culture ads/case studies may be invited to disclose their ads and/or quartiles/or scores but only will be shared after written permission is given.

Is CIIM for U.S. based ads only?

CIIM is U.S. based ads only for now altough the algorithm is applicable on a global scale so we expect to invite international creative to test their spots soon