Forces of Change: Negative Reach

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Negative Reach

Brand safety and ad quality in an era of fake news and disruption.

Brands invest in advertising to reach consumers. But what if they don’t properly limit frequency? Or what if a brand’s ads appear adjacent to questionable or unsafe content? Do consumers distinguish ads from the content and context in which they appear? Or do they hold brands responsible for their ad placements? Is there such a thing as “Negative Reach”? The short answer is yes—and it could be damaging your brand and your business’s bottom line.

Negative Reach: The New Threat of Failed Brand Safety

Brand safety has never been more important—or under greater threat. In this column, Hearts & Science Chief Data Officer Megan Pagliuca explains the consequences of “Negative Reach” and lays out the combination of technological and human solutions advertisers much implement in order to combat the threat.

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Negative Reach: Combating the Threat

“Brands are the company they keep.”

- Meredith Levien
Chief Operating Officer, The New York Times

Hearts & Science: Negative Brand Adjacency Has A Direct Impact On The Bottom Line

"Regardless of the medium, context matters," Hearts & Science CEO Scott Hagedorn told AdExchanger in this article, which explores the impact of Negative Reach on brand health and a business's bottom line. "The concept of negative reach is as applicable to traditional media like TV as it is for digital. But online environments present a unique brand safety challenge: user-generated content."

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"We live in a world where you're only one step away in any company from a potential problem, and the strength of your brand will help you. Whether it’s Samsung or the famous example of J&J removing every bottle of Tylenol off the shelves, the way in which somebody deals with that problem is either going to help or hinder a customer’s view of the organization. If a brand is authentic and deals with a crisis honestly, transparently, and effectively, customers will actually come away with a better impression of the brand."

- Daniel Binns
Managing Director, Interbrand

Negative Reach: Perspectives

Download this ebook to get insights from Wharton, The New York Times, Meredith Corp, Moat, White Ops and more. How are these industry leaders using technology and human filters to combat the threat of Negative Reach? Is ads.txt the answer? And how can brands recover from ad adjacency issues—or prevent them from happening in the first place?

In this ebook, we go deep into the issues surrounding brand safety in a disrupted and hyperconnected world, from bots and ISP spoofing to whitelists and the subjective definitions of what’s considered “safe.”

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Negative Reach:
By the Numbers

Check out this infographic to get the facts and figures behind the threat of Negative Reach—and five steps to fight it.

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Imagine: 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 yes, so be sure to check back—and let us know what you think with #forcesofchange.

The Unreachables

Force 1: Redefined Media Landscape

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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Imagine: Forces of Change

A redefined, expanding media landscape, geopolitical uncertainty, disruptive technology....These are just a few of the Forces of Change Hearts & Science has worked to bring to life with original research and expert analysis from across the industry.

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Net Persuasion

Force 3: New Technologies and Business Models

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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 Questions? Press Inquires? Reach out to imagine@hearts-science.com

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