Diversity in online advertising: A case study of 69 brands on social media

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)

Abstract

Lack of diversity in advertising is a long-standing problem. Despite growing cultural awareness and missed business opportunities, many minorities remain under- or inappropriately represented in advertising. Previous research has studied how people react to culturally embedded ads, but such work focused mostly on print media or television using lab experiments. In this work, we look at diversity in content posted by 69 U.S. brands on two social media platforms, Instagram and Facebook. Using face detection technology, we infer the gender, race, and age of both the faces in the ads and of the users engaging with ads. Using this dataset, we investigate the following: (1) What type of content brands put out – Is there a lack of diversity?; (2) How does a brand’s content diversity compare to its audience diversity – Is any lack of diversity simply a reflection of the audience?; and (3) How does brand diversity relate to user engagement – Do users of a particular demographic engage more if their demographics are represented in a post?.

Original languageEnglish
Title of host publicationSocial Informatics - 10th International Conference, SocInfo 2018, Proceedings
EditorsOlessia Koltsova, Dmitry I. Ignatov, Steffen Staab
PublisherSpringer Verlag
Pages38-53
Number of pages16
ISBN (Print)9783030011284
DOIs
Publication statusPublished - 1 Jan 2018
Event10th Conference on Social Informatics, SocInfo 2018 - Saint-Petersburg, Russian Federation
Duration: 25 Sep 201828 Sep 2018

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume11185 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Other

Other10th Conference on Social Informatics, SocInfo 2018
CountryRussian Federation
CitySaint-Petersburg
Period25/9/1828/9/18

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Keywords

  • Advertising
  • Brand
  • Demographics
  • Diversity
  • Facebook
  • Gender
  • Instagram
  • Race
  • Social media
  • User engagement

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

Cite this

An, J., & Weber, I. (2018). Diversity in online advertising: A case study of 69 brands on social media. In O. Koltsova, D. I. Ignatov, & S. Staab (Eds.), Social Informatics - 10th International Conference, SocInfo 2018, Proceedings (pp. 38-53). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 11185 LNCS). Springer Verlag. https://doi.org/10.1007/978-3-030-01129-1_3