How to Implement Accessibility

 Even with all of the ad targeting and technology we have, advertising still often misses the mark for accessibility and inclusivity. Certain demographics are often misrepresented (or not represented at all), and some ads can’t even be enjoyed by the audiences that were intended to see them.

It’s for this reason that from the start of your campaign conceptualizing, you need to be thinking about accessibility and inclusivity. These aren’t attributes that are simply added in after the campaign has already been concepted and designed. These are two critical elements of the campaign that will determine the campaign’s overall success and how it reaches and resonates with those who experience it.

 

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However, despite the importance of both job function email list accessibility and inclusivity, many ad strategists simply don’t address either in their campaigns. This may be due to a lack of knowledge of how they can create better campaigns that can be appreciated by all. In this post, I will:

  • Define accessibility and inclusivity as it relates to advertising.
  • Highlight why accessibility and inclusivity are key components of your ad campaigns.
  • Outline a few strategies to help ensure that you address both in your campaign creation process.

Before we dive in, let’s take a look at what exactly is accessibility and inclusivity as they pertain to advertising.

What is accessibility and inclusivity in advertising?

Accessibility and inclusivity typically come together as one, but they are still two different entities. So we need to carefully define each term before we begin addressing how each impacts your campaigns. Failure to understand each one individually will result in a lack of awareness and an inaccurate implementation of each attribute in your campaigns.

Understanding accessibility in advertising

Accessibility in advertising addresses the campaigns’ ability to be experienced by those with physical or cognitive impairments. Campaigns should not discriminate against those who can’t see or hear or have another limitations that prevent them from experiencing the advertisement altogether.




 

Over 22% of people in the United States and 15% worldwide live with a disability (You can find plenty more diversity, equity, and inclusion in marketing statistics here). Without accommodations built into your campaigns, you won’t reach this population and your brand may also come off as insensitive. It’s up to ad strategists and their teams to ensure they are addressing the areas in which the ad could fall short with those who may need additional support and assistance.

However, this is often easier said than done. A lack of accessibility in a specific campaign is often a foundational design flaw from the early days of campaign concepting. Advertisers need to consider how the ad will be interpreted (both viewed and heard) by those with disabilities and make proper adjustments to accommodate everyone.

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