Forces of Change.
Expert insights for your marketing.
In its book, Beyond Advertising: Creating Value Through All Customer Touchpoints, the Wharton Future of Advertising Program (WFoA) enlisted over 200 global leaders and visionaries to consider the future of advertising, marketing, and, by extension, business. The book identified five forces of change fundamentally changing the relationship among brands, media, and people.
Hearts & Science sponsored an initiative with Wharton to explore these Forces of Change, and how they come to life in today’s marketplace. We hope these materials spark conversation and debate—and spur action within the industry to address the challenges these forces create.
Start Exploring.
Hearts & Science is tackling the biggest problems facing our industry, from measurement to brand safety to success in mobile. We’re releasing original content throughout the year, so be sure to check back—and let us know what you think with #forcesofchange.
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Conscious Disconnectors.
Amid concerns about app addiction, 64% of people actually decreased the time they spend with mobile apps over the past year. The #1 reason they cut back? To stop “wasting time.” What’s behind the shift? Which apps are they cutting back on? And what does it mean for brands who want to engage these consumers?
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The Unreachables.
47% of Millennials and Gen Xers aren’t captured by traditional TV measurement tools, making them nearly impossible to plan campaigns against, target or measure. We call them “The Unreachables.”
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Negative Reach.
In the era of fake news and ad fraud, Brand Safety and Ad Quality are more important than ever. 70% of Millennials and Gen Xers won’t like, recommend or purchase products from a brand whose ads appear alongside derogatory, hateful or offensive content. We call it “Negative Reach.”
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Net Persuasion.
Mobile in-app experiences generate 2X greater biometric intensity than linear television experiences, creating a unique opportunity for brands. But how do you foster persuasive brand experiences—ethically and effectively—in these screens of “Net Attention”?
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