Trying to get beyond the notion that “paid media” (e.g., advertising) is naturally reinforced by “earned media” (news articles, Likes/retweets on Facebook, Twitter), WPP Group’s Kantar Video and Synaptic Digital looked at how those approaches lift brands across the gender divide. One example looked at what sort of information influences consumers when buying a car. Turns out, men want their information from an independent third party, while women want both paid and earned media to help form a decision.
The report says that women seem to have the ability—or the inclination—to piece together messages from a variety of media formats that informs their decision (as shown in Kantar/Synaptic’s brand lift numbers). 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.