It won’t be easy to grab people’s attention in environments where short videos challenge attention spans at the best of times. So, innovation is key. Snapchat has led the way with its various campaign-related forays into AR, and TikTok has followed suit. Appendix. UK Twitter Users. UK Mobile Phone Social Network Users. Read Next. Sources. Office of Communications (Ofcom).

And our shorter attention spans, and increased sources of distraction, make it necessary to be succinct. In addition, editing tools have made it a lot easier to speed up or splice videos down to their essence. “Where you might have created a 2-minute video on how to do makeup before, you can make it 15 seconds in short-form [apps],” Digitas’ Wassum said.

“Human attention spans are dwindling at a fast pace. I think goldfish now have more of an attention span than we do.” Shorter spots can also more easily be repurposed for digital video and produce a greater quantity of measurable impressions. D2C brands to some extent resist the gross rating point-based approach that brand advertisers have historically adopted.

“Not only can visually impaired people experience the content, those without disabilities—including multitaskers and people with short attention spans—have more options as well,” he said. “This gives publishers more opportunities to expose more people to that content.”.

Krizelman said that historical flux in ad length has been tied to an inherent tension advertisers feel between their need to tell a compelling story with a video ad and awareness of shortening attention spans. Advertisers risk wasting money on video ads that are too long that viewers may never actually see.

These metrics may tie to marketing goals, but they rarely tie to the needs of the business, and less attention is paid to the number of opportunities or closed/won deals. For an established B2B brand, the ultimate metric is the conversion of a lead to a sale. To demonstrate value, these content marketing wins should tie to the revenues generated for the business.

Younger generations are shifting their ad attention along with their media attention. Younger gamers are more likely to take notice of in-game ads or social media ads than their older peers. Indeed, social media ads are more likely to turn a Gen Zer’s head than TV ads, per the Anzu survey. What consumers want from ads also varies across generations.

In response to the economic uncertainty prompted by the pandemic, much attention has been placed on flexibility during recent upfronts. Two upfronts ago, TV networks offered generous cancellation options as they tried to attract upfront commitments during precarious times.

While TikTok has fewer users overall, it holds the attention of its users for much longer. Among iPhone users ages 18 to 25, those who used TikTok spent more time per week engaging with the app than YouTube users did on their platform (Measure Protocol).

That’s why the term “health span” is gaining traction in healthcare. It refers to a lifespan lived without chronic disease or cognitive decline. Since 2010, the World Health Organization (WHO) has measured “healthy life expectancy” rates around the world from birth and from age 60.

The rise is especially noteworthy since it follows a span of three years in which social time had plateaued, at 53 minutes. And we expect social to mostly retain 2020’s gains the next two years, holding at 59 minutes in 2021 and losing just 1 minute in 2022. It’s not as though non-users of social networks have been joining in droves.

Marion also believes that meal-kit companies must be able to adapt quickly, while paying close attention to new and existing customers. “Loyal subscribers and new ones want to easily change the location, time and size of their next delivery or pause it all together,” he said.

Within CTV, there is a tendency for scheduling the same ads repeatedly within a short time span, such as four identical ads appearing during a 1-hour program. Ad inventory in the same program being purchased from different CTV vendors may be causing this repetition.

Even so, most hypercasual games that have a short life span probably will never go the subscription route. To date, game developers remain hesitant to embrace these models because they limit their revenue options, including advertising. They also fear that submitting their games as part of a bundle will devalue their individual games.