Forces of Change: Unreachables

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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 X 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.

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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 GenX 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.

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"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 e-book 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 e-book, we also go deep on the Unreachables themselves—their habits, their patterns, and where they’re spending their time.

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The Unreachables:
By the Numbers

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

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Imagine: Forces of Change

Hearts & Science teamed up with Wharton’s Future of Advertising Program to bring their Forces of Change to life. We’ll be releasing original content throughout the fall, 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 and business models...These are just a few of the Forces of Change Hearts & Science has teamed up with WFoA to explore and help bring to life.

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