“Marketers would be shocked if they knew how little active attention some of their executions are getting,” said Sorin Patilinet, global consumer marketing insights director, Mars, Inc., in a recent article in The Drum. “They think that people watch all the 15-seconds, and then they find out that in some cases, it’s only two seconds.”
How do you captivate audiences if your attention window is only two seconds? The answer is not as simple as “make shorter ads.” Shorter attention spans and ads make it more difficult to enact storytelling that drives emotional response and encodes brand memorability.
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