Report Highlights Overlooked Audiences and What Marketers Can Do to Close the Gap

XR Extreme Reach, a pioneering global technology company, launches its 2024 Global Advertising Accessibility Index & Trends report, shedding light on the state of advertising accessibility worldwide. The report emphasizes the importance of inclusivity in advertising to ensure that all audiences have equal opportunities to engage with ad content.

1. Understanding Advertising Accessibility:

   • Definition: Ads incorporating features to eliminate communication barriers.
   • Examination across 102 countries, analyzing 800,000+ creative assets and 7.8 million ad deliveries.
   • Focus on closed captioning, audio descriptions, and regulatory standards.

2. Key Findings and Insights:

   • Glaring Discovery: 83% of global ads fall below basic accessibility standards.
   • Only 17% of ads include closed captioning, audio descriptions, or both.
   • No country achieves a 'Fully Realized' level of accessibility maturity.
   • Disparity in adoption of closed captioning vs. audio descriptions, especially in digital ads.

3. Regional Insights:

   • Canada leads in closed captioning due to stringent regulations.
   • "Developing Interest" countries like the US, Australia, and France show growing focus on accessibility mandates.
   • Progress in awareness demonstrated by countries like Spain and New Zealand.

4. Industry Perspectives:

   • Encouragement towards accessible advertising amidst regulatory efforts.
   • Benefits of inclusivity: broader audience reach and resonance, increased value across inventory.
   • Sheryl Daija emphasizes the industry's need to address accessibility gaps for equitable access.

5. Future Outlook and Impact:

   • Introduction of XR's Global Advertising Accessibility Index to align with evolving standards.
   • Call to action for advertisers, agencies, publishers, and broadcasters to prioritize accessibility across ad formats and channels.

XR Extreme Reach's report underscores the urgent need for inclusive advertising practices globally. By prioritizing accessibility, industries can bridge gaps and connect with diverse audiences more effectively. The introduction of the Global Advertising Accessibility Index marks a significant step towards aligning with evolving standards and fostering inclusivity across the advertising ecosystem.