Forces
of Change: Net Persuasion
Net Persuasion.
People have a finite amount of attention to give each day. Increasingly, it’s devoted to screens of Net Attention like mobile apps. In fact, smartphone users across all generations now spend around five hours per day in mobile apps, checking them an average of 88 times daily.
With the growth of attention in smartphones, it presents a unique opportunity for brands. But it also presents a challenge: How can marketers foster persuasive brand experiences—ethically and effectively—in these environments? And what are the risks of getting it wrong?
Winning Consumers on Screens of Net Attention.
Mobile in-app experiences generate 2X greater biometric intensity than linear television experiences, but getting ad experiences right in these environments is no easy task.
Read moreAttending to Net Attention.
Understand how often smartphone users are spending time on mobile devices, where they’re directing their attention, and the neurological effects of those interactions.
“Right now we’re in a race to the bottom to compete for people’s attention...it’s going to turn into a race to the top for who can care most about people’s well-being, and that’s going to become the currency of success.”
Advertisers Ponder Ethics in South of France.
In this article, The New York Times discusses Hearts & Science's new research and panel at the Palais at Cannes. "But paired with the heady exuberance this year was a growing sense of unease among some marketers about what kind of return they are actually getting once they pour money into big technology platforms—and also what sort of societal problems they may be unwittingly financing in the process."
Read more“It’s even more important now that media, creative and brand are sitting together at the beginning of the process because people are going to apps for very specific reasons. And we need to make sure that the content that we’re putting out there is delivering on the context of the app, that it’s entertaining, that it’s adding value to consumers’ experiences.”
Remotely Entertaining: Should Marketers Care About App 'Addiction'?
At this year's Cannes Lions Festival, AdAge sat down to interview Tristan Harris and Scott Hagedorn about Net Persuasion, app addiction, and humane design.
Read more“The big picture is that as teens spend more time on digital media, they also start to spend less time with their friends face to face, and less time sleeping. And that is not a good formula for good mental health and happiness... I’m pretty optimistic that we can see change around smartphone use.”
Net Persuasion:
Perspectives.
Download this ebook to learn from a wide range of experts including Dr. Jean Twenge (leading academic and author), Matthew Luhn (Pixar’s former Lead Storyteller) and Tristan Harris (former Google Design Ethicist), about how people are consuming content on the screens of Net Attention.
We go deep into consumption habits, the physiological impact of viewing content and ads in screens of Net Attention, and give marketers a playbook for winning—ethically—in these environments.
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Net Persuasion:
By the Numbers.
Check out this infographic to get the facts and figures behind Net Attention and Net Persuasion.
View moreImagine:
Forces of Change.
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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