Advertisers have long used the adage that women don’t sell as much as men.
But new research suggests that women do indeed make up a substantial part of the $1.3 trillion annual market for ad space.
The study by research firm Lidl and research firm Ovum suggests that the gender gap in ad sales is a significant issue.
It found that women accounted for just under half of all ad sales in the United States last year, while men accounted for around two-thirds.
And even when women sell ads more, it’s not by as large a margin as men do.
LidLl’s report found that the average ad sold per person is $17.51, compared with $33.28 for men.
The difference in the two numbers is even more pronounced when it comes to women’s share of total ad sales, according to the report.
The average sales per person for women was $9.08 compared with men’s $14.55.
Ovum also found that men’s advertising spending accounted for a larger share of revenue for advertisers in 2016 than women’s, which is largely because men were more likely to pay for their ads through direct-to-consumer ads and to have their ads placed on sites such as Hulu.
And Lid Ll found that, while women have been selling ads more than men for the last 20 years, the disparity in revenue between the two genders has narrowed in recent years.
“In the last five years, women have increasingly become the dominant advertisers in digital media, while male advertisers have lost ground to women,” said Mark Zandi, Lid ll’s CEO.
“This is a trend that has been going on for decades and will continue to happen in the near future, as the Internet of Things and the digital revolution will allow advertisers to target a wider range of consumers, including women, while retaining their core revenue sources.”
The report also found an increase in the number of ad sales that were generated by men.
This year, for the first time, men made up half of the total ad revenues, up from 39% in 2015.
The number of ads created by men jumped from 7.5% to 14.4%.
The gender gap continues to grow as men age, the report found.
In 2017, the average age of an advertiser in the U.S. was 47, down from 50.7 in 2016.
And in 2016, men were still only 17% of all advertisers, down slightly from 18% in 2016 and 17% in 2011.
However, Liddl found, the gender difference in age has narrowed.
“While men and women are entering their mid-to late-20s, the number who are still in their teens or 20s is shrinking,” said Zandi.
The report found a number of trends that have made the gender of an ad’s creator more or less equal.
Men tend to be more involved with the creative process, with about two-fifths of all creatives in 2016 being men, compared to just under one-fifth in 2015 and 14% in 2010.
And men tend to spend more on ad placement than women do.
“A large majority of digital ad buyers are men,” said Lidd ll CEO Matthew P. O’Brien.
“It is clear that this is not simply a gender issue.
The trends we are seeing show that gender is a driver of revenue.”
Women also tend to work in higher-end advertising, with a median age of 47, compared for both men and girls, while for boys, the median age is 29.
The percentage of female creatives working in higher positions in advertising dropped from 27% in 2013 to 18% last year.
The trend also has been driven by a higher share of women working in digital advertising, which accounts for a majority of the overall ad market.
Women are also more likely than men to work on the creative side of advertising, the Lidd liber said.
“Women are the creators of digital content, with the highest number of women in digital and print advertising, and their digital advertising is seen as a higher-quality product,” said O’Briens.
“The gender of digital advertising has a lot to do with this,” O’briens said.
The gender of the creative team also has an effect on how successful an ad is, according the report, as it tends to be comprised of more male-centric content.
Liddli found that 40% of ads produced in 2016 were produced by men, while 31% of digital ads were produced entirely by women.
The Lidd LIber said it’s likely that women’s increasing influence on the digital landscape will mean more opportunities for ad creatives to make their own content.
“Ad creatives can do things like create original content, create brands and brands can use these brands to grow their brand,” said P