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 WFoA 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.
47% of Millennials and Gen X aren’t captured by traditional TV measurement tools, making them nearly impossible to plan campaigns against, target or measure. We call them “The Unreachables".
In the era of fake news and ad fraud, Brand Safety and Ad Quality are more important than ever. 70% of Millennials and Gen X won’t like, recommend or purchase products from a brand whose ads appear alongside derogatory, hateful or offensive content. We call it “Negative Reach.”