At the IREP Forum on April 25, we unveiled for the first time our study on differences in behavior between men and women in Drive to Web.

In other words, the study focuses on Direct Response TV performance analysis of 100 aggregated and anonymised TV advertising campaigns, of which 50 are targeted to women and 50 targeted to men.

Our study aims to:

• Compare the impact of TV advertising campaigns on the digital (Drive to Web).
• Issuing general lessons about differences in behavior between men and women in terms of reaction to digital (eg website visits, downloading of an application, etc.) following a TV advertisement.
• Explain these behavioral differences across several avenues: the structure of the media plan, the genre of the programs and the diffusion slots (the dayparts).