In a significant step toward fostering inclusivity in advertising, XR Extreme Reach (XR), a global technology leader, and The Female Quotient (The FQ), an organization dedicated to promoting gender equality in the workplace, have introduced the Representation Index (RX). This innovative tool is the first of its kind to offer a real-time measure of inclusivity bias on a global scale, marking a pivotal moment for the future of advertising and brand engagement.
The RX metric is designed to provide actionable insights, enabling brands to assess and align their advertising content with their representation objectives while enhancing their marketing return on investment (ROI).
The official launch of RX took place on October 7, 2024, at the Equality Lounge® during Advertising Week New York. This event symbolizes a crucial opportunity for brands and agencies to ensure authentic representation in their campaigns. Starting October 7, all XR customers will have access to their RX scores, paving the way for widespread adoption across the industry.
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Leveraging advanced AI models, RX analyzes advertising assets from over 140 countries in real-time, focusing on vital diversity aspects like age, gender expression, body type, and skin tone. Plans are also in place to incorporate metrics for accessibility and authority. By evaluating these factors, RX generates scores that can be broken down by industry vertical, brand, campaign, and individual asset. To date, more than two million assets have been assessed, allowing marketers to track their progress against industry benchmarks and identify areas for content optimization.
Jo Kinsella, global president and COO of XR Extreme Reach, and Shelley Zalis, Founder and CEO of The Female Quotient, will present the RX initiative during their session at the Equality Lounge®. Their discussion will highlight RX scores by industry and demonstrate how this metric can provide essential data intelligence to support brands in enhancing their representation initiatives.
Jo Kinsella expressed the company’s commitment to fostering creative responsibility, stating, “XR aims to empower brands worldwide to measure inclusivity, enabling them to connect more effectively with their audiences. Our data-driven approach maximizes creative impact, ensuring that representation is not just measurable but also meaningful for advertisers.”
Shelley Zalis added, “Having pioneered online market research and co-founded initiatives like SeeHer and GEM (Gender Equality Measure), I understand how vital metrics are in driving progress. The RX metric equips brands with a comprehensive tool to assess and improve their representation in creative content. We are excited to collaborate with XR to establish this transformative industry standard.”