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.

“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.

In a world full of email marketing do’s and don’ts, competitive email inboxes and shrinking attention spans, what is an email marketer to do? How do we not only get into the inbox, but also into the hearts and minds of our prospects? And what are the real challenges holding emails back from their full potential?

“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.

Even so, it’s risky to assume that the current disconnect between concern about screen time and the rising use of smartphones will continue indefinitely.Q: How can ‘consumer attention’ be understood? A: Along the lines of digital media fatigue, one comment we received from an attendee pointed out that the “average attention span of a human is often compared with the memory capacity of a goldfish.”

“Consumer attention spans have evolved due to the introduction of ad-free streaming services and, consequently, users can have a lower tolerance to ads that lack relevance and quality. For businesses that do serve ads, the need to run engaging and relevant video ads has never been more important.”.

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.

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).

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.

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.

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.

While the projected drop in TV ad spending is not precipitous, and it’s mitigated by a slight bump in our 2020 forecast stemming mainly from political advertising, the trend is clear: TV advertising is a declining industry, while digital video continues to attract consumer attention, content investments and ad dollars. Subscription Spending.

Terrestrial radio is alive and well, but it’s digital audio where consumers are increasingly turning their attention—and time—to engage with content in newer, more dynamic ways. Audio Listeners. Radio, a category that includes terrestrial and satellite radio, is still very much a mass medium.

This makes sense, given that gamers are most likely to pay attention to ads in games vs. with other media. In a March 2019 Tapjoy poll, 41% of US mobile gamers said that ads within games get their attention compared with 38% who answered TV and YouTube. Despite this, other verticals are paying increasing attention to games.

But a new $40 throw pillow for the couch is exactly the sort of product one might see and decide to buy in the span of a couple minutes. Brands Leaning Into Social Commerce. Brands across various retail categories are now leaning into their social commerce strategies, with at least some evidence supporting its ability to drive sales.

These examples get a lot of media attention, but that’s because they go against the grain. In other words, the hype is overblown and most brands still have a CMO. For example, a June 2019 report from mobile attribution technology company Singular showed that only 14% of companies worldwide had a chief growth officer.

But they do pay attention to the expert reviews. “Boomers have much more of an old-school view, ‘Ok, the experts are the ones that know what’s going on. And therefore they’re the ones I’m going to trust and look to help inform my decision.’ … If it’s just more of an anonymous pool of user reviews, there’s a certain skepticism about that,” he said.