Shorter ads are more “attentionally efficient” than longer ads

Advertisers often plan and buy media based on projected reach, but may benefit from shifting their strategies to focus on attention, according to agency holding group Dentsu.

A viewer who pays attention to a few seconds of a short-form digital or TV ad could be more impacted than someone who views the same duration of a longer commercial.

This was among the findings that emerged from research undertaken by Dentsu, the agency...

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