Forces of Change: Net Persuasion

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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. 

Mobile app experiences generate 2x greater biometric intensity than traditional TV viewing, and this increased attention 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.

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Persuasion on the Screens of Net Attention

"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."

- Tristan Harris
Founder, Center for Humane Technology & former Design Ethicist, Google

Net Persuasion: Perspectives

Download this ebook to learn how people are consuming content on the screens of Net Attention—and what it means for brands and our society at large. In this ebook, we interview a wide range of experts, including:

  • Dr. Jean Twenge, leading academic and author, whose Atlantic article and new book about teenage smartphone use caused shudders
  • Matthew Luhn, author of The Best Story Wins and Pixar’s former Lead Storyteller
  • Tristan Harris, founder of the Center for Humane Technology and former Google Design Ethicist

We also go deep into these 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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By the Numbers:

Check out this infographic to get the facts and figures behind Net Attention and Net Persuasion.

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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."

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"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."

- Susannah Keller
Executive Vice President Global Account Director, BBDO

The Way Forward

There is a dark side to mobile app dependence. Watch the video to learn more and see how Hearts & Science is partnering with the 4A’s to help tackle the issue.

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.

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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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Negative Reach

Force 2: Disruptive Cultural, Social, & Geopolitical Changes

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

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