Forces of Change: Unreachables

- SHARE ON -

[unex_ce_button id="content_im04wcf9o,column_content_imm0imcuo" button_text_color="#c1c9d1" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="#ffffff" button_padding="10px 35px 10px 35px" button_border_width="2px" button_border_color="#c1c9d1" button_border_radius="60px" button_text_hover_color="#ffffff" button_text_spacing_hover="2px" button_bg_hover_color="#3b5998" button_border_hover_color="#3b5998" button_link="https://www.facebook.com/sharer.php?u=https://www.hearts-science.com/unreachables/" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]FACEBOOK[/ce_button]
[unex_ce_button id="content_im04wcf9o,column_content_boav46hz3" button_text_color="#c1c9d1" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="#ffffff" button_padding="10px 40px 10px 40px" button_border_width="2px" button_border_color="#c1c9d1" button_border_radius="60px" button_text_hover_color="#ffffff" button_text_spacing_hover="2px" button_bg_hover_color="#00aced" button_border_hover_color="#00aced" button_link="https://twitter.com/home?status=Are%20you%20reaching%20the%20%23Millennial%20%26%20%23GenX%20consumers?%20Here%20are%20insights%20on%20targeting%20that%20generation%3A%20https%3A//rebrand.ly/UnreachablesTwitter" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]TWITTER[/ce_button]
[unex_ce_button id="content_im04wcf9o,column_content_1gw2c0ekn" button_text_color="#c1c9d1" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="#ffffff" button_padding="10px 40px 10px 40px" button_border_width="2px" button_border_color="#c1c9d1" button_border_radius="60px" button_text_hover_color="#ffffff" button_text_spacing_hover="2px" button_bg_hover_color="#0077b5" button_border_hover_color="#0077b5" button_link="https://www.linkedin.com/shareArticle?mini=true&url=https%3A//rebrand.ly/LinkedinForcesofChangeUnreachables&title=Unreachables&summary=Struggling%20to%20market%20to%20that%20younger,%20unreachable%20audience%20of%20Millennials?%20Learn%20how%20to%20successfully%20take%20on%20this%20challenge.%20%20&source=" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]LINKEDIN[/ce_button]

The Unreachables

Who are The Unreachables? They’re a growing audience of people who aren’t tracked—and therefore can’t be targeted or measured—with traditional tools and platforms. They consume media on mobile devices and OTT. They’re “cord cutters” and “cord nevers.” And they represent tremendous buying power for brands.

The stakes are high—47% of Millennials and Gen Xers appear “unreachable”  within standard planning tools, and 66% of their media consumption isn’t tracked, either.

How Marketers Are Missing a Generation of ‘Unreachables’

Traditional, panel-based approaches to measurement are old-school technology, designed for old-school media. In this column, Hearts & Science CEO Scott Hagedorn explains the origins of The Unreachables—both technical and philosophical—and how smart companies are starting to combat the problem.

[unex_ce_button id="content_nwb6trspd,column_content_96fxsgoxx" button_text_color="#ffffff" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="left" button_text_spacing="2px" button_bg_color="transparent" button_padding="15px 60px 15px 60px" button_border_width="2px" button_border_color="#ff0099" button_border_radius="66px" button_text_hover_color="#ffffff" button_text_spacing_hover="2.5px" button_bg_hover_color="#ff0099" button_border_hover_color="#ff0099" button_link="https://rebrand.ly/wsjmicrositelink" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]READ MORE[/ce_button]

Reaching the Unreachables

"The biggest behavioral change we've seen is the platform shift. Today, we have about 77% of our viewing happening on 'living room' devices—connected TVs, Roku, Apple TV, and gaming consoles."

- Julie DeTraglia
Head of Ad Sales Research, Hulu

Nearly Half of Millennials and Gen Xers Don't Watch Any Traditional TV: Study

It's pretty scary. We are not reaching young audiences effectively, just over-indexing on older viewers on TV," Hearts & Science CEO Scott Hagedorn tells AdAge in this article, which explores the top findings from Omnicom Media Group's research study about Millennial and Gen X media consumption habits. To be successful, Hagedorn says, marketers have to think creatively not only to reach millennials and Gen Xers, but also to make the most of the opportunity when they do.

[unex_ce_button id="content_4qdg5o54v,column_content_96fxsgoxx" button_text_color="#ffffff" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="left" button_text_spacing="2px" button_bg_color="transparent" button_padding="15px 60px 15px 60px" button_border_width="2px" button_border_color="#ff0099" button_border_radius="66px" button_text_hover_color="#ffffff" button_text_spacing_hover="2.5px" button_bg_hover_color="#ff0099" button_border_hover_color="#ff0099" button_link="https://rebrand.ly/adage" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]READ MORE[/ce_button]

"I had a planner come into my office about six months ago, and she was actually in the target of the campaign that she was working on. She used the industry standard planning tools, and did all of the work as she should, then came in, and said, 'Hey, I’m in the target, but this looks like a foreign media plan to me, I don’t watch any of these programs, I don’t consume content this way."

- Scott Hagedorn
CEO, Hearts & Science

The Unreachables: Perspectives

Download this ebook to get insights from Wharton, Hulu, Pandora, Moat, Natori and more. How are these industry leaders using data to help reach The Unreachables? Why is cross-platform measurement so hard? And what would it take to develop an industry standard for measurement, anyway?

In this ebook, we also go deep on the Unreachables themselves—their habits, their patterns, and where they’re spending their time.

[unex_ce_button id="content_2iz3i1gd4,column_content_zs58undj5" button_text_color="#ffffff" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="left" button_text_spacing="2px" button_bg_color="transparent" button_padding="15px 60px 15px 60px" button_border_width="2px" button_border_color="#ff0099" button_border_radius="60px" button_text_hover_color="#ffffff" button_text_spacing_hover="2.5px" button_bg_hover_color="#ff0099" button_border_hover_color="#ff0099" button_link="https://rebrand.ly/Unreachables_EBook" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]DOWNLOAD[/ce_button]

   

The Unreachables:
By the Numbers

Check out this infographic to get the facts and figures behind the Unreachables.

[unex_ce_button id="content_sh3x0rr6y,column_content_96fxsgoxx" button_text_color="#ff0099" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="left" button_text_spacing="2px" button_bg_color="#ffffff" button_padding="15px 60px 15px 60px" button_border_width="2px" button_border_color="#ff0099" button_border_radius="66px" button_text_hover_color="#ffffff" button_text_spacing_hover="2.5px" button_bg_hover_color="#ff0099" button_border_hover_color="#ff0099" button_link=" https://www.hearts-science.com/forcesofchange/unreachables/infographic/" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]VIEW MORE[/ce_button]

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.

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.

[unex_ce_button id="content_hgi8yvyqq,column_content_rcmyi7yij" button_text_color="#ff0099" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="transparent" button_padding="15px 60px 15px 60px" button_border_width="2px" button_border_color="#ff0099" button_border_radius="66px" button_text_hover_color="#ffffff" button_text_spacing_hover="2.5px" button_bg_hover_color="#ff0099" button_border_hover_color="#ff0099" button_link=" https://www.hearts-science.com/forcesofchange/" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]READ MORE[/ce_button]

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.”

[unex_ce_button id="content_hgi8yvyqq,column_content_7ym2lq1b4" button_text_color="#ff0099" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="#ffffff" button_padding="15px 60px 15px 60px" button_border_width="2px" button_border_color="#ff0099" button_border_radius="66px" button_text_hover_color="#ffffff" button_text_spacing_hover="2.5px" button_bg_hover_color="#ff0099" button_border_hover_color="#ff0099" button_link="https://www.hearts-science.com/forcesofchange/negative-reach" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]READ MORE[/ce_button]

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”?

[unex_ce_button id="content_hgi8yvyqq,column_content_ypj6jwqac" button_text_color="#ff0099" button_font="semibold" button_font_size="13px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="#ffffff" button_padding="15px 60px 15px 60px" button_border_width="2px" button_border_color="#ff0099" button_border_radius="66px" button_text_hover_color="#ffffff" button_text_spacing_hover="2.5px" button_bg_hover_color="#ff0099" button_border_hover_color="#ff0099" button_link="https://www.hearts-science.com/forcesofchange/net-persuasion/" button_link_type="url" button_link_target="_blank" has_container="" in_column="1"]READ MORE[/ce_button]

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

Stay Connected

Sign up for our newsletter to stay up to date with newly released content from Imagine: Forces of Change and Hearts & Science.

[unex_ce_mailchimp id="content_wtqu5fnml,column_content_2huu7fcvx" placeholder_text="E-Mail Address" alignment="center" button_position="inline" button_spacing="0px" input_placeholder_color="#888888" input_width="span3" input_text_align="left" input_text_color="#000000" input_bg_color="#f2f2f2" input_padding="20px 30px 20px 30px" input_border_width="0px" input_border_color="#000000" input_border_radius="0px" input_placeholder_color_mouseover="#444444" input_text_color_mouseover="#000000" input_bg_color_mouseover="#ffffff" input_border_color_mouseover="#000000" input_font_size="18px" input_font="regular" button_text="GO!" button_text_color="#ffffff" button_font="semibold" button_font_size="18px" button_text_spacing="0px" button_bg_color="#00000f" button_padding="20px 30px 20px 30px" button_border_width="0px" button_border_color="#000000" button_border_radius="0px" button_text_hover_color="#ffffff" button_text_spacing_hover="0px" button_bg_hover_color="#00000f" button_border_hover_color="#000000" has_container="" in_column="1"][/ce_mailchimp]