Gen Z loses active attention for ads after just 1.3 seconds—less time than any other age group, according to a global study by Yahoo and OMD Worldwide. But most marketers haven’t moved on from the mindset of 30-second appointment TV ads. There’s a creative advertising opportunity for meeting Gen Z where they are. Here’s how you can make the most of 1.3 seconds.
“Attention must be earned in an instant.” That’s according to our analyst Paul Verna, speaking on our “Attention! Trends and Predictions for 2023” event last week.
A snap judgment: Perhaps this is why Gen Z frequents platforms with shorter ad formats.
What works? “The dominant ad formats [on social media] are below 15 seconds and in some cases as low as 3 seconds,” according to Verna.
The score from Titanic plays for 7 seconds over a popular meme format with the text, “The social media manager trying to explain that this boat vid is going to get way more views than the glossy editorial vid that cost thousands.”
The poster is right; the video currently has 3.9 million views. This is a brand social media post rather than a paid ad, but the marketing takeaway holds: authenticity and immediacy shine over polish and production.
“You really do need to be more agile to compete in this short attention economy,” noted Verna. Marketers who can’t adapt “risk becoming irrelevant.”
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