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Millennials Only Have a 5 To 6 Second Attention Span For Ads (cnbc.com)
Reader schwit1 writes: If you're an advertiser who wants to market a product to millennials, you're going to have to make it quick. A new study by comScore revealed online ads targeted toward millennials have to be around 5 to 6 seconds to be effective, a sharp contrast from the traditional 30-second commercial seen on TV. "The length of time of an episode or a viewing period is really important and has got to be short, otherwise you just won't keep the attention of millennials," comScore CEO Gian Fulgoni told CNBC's "Squawk Alley." The format of advertising may have to be radically changed to reach millennials, he suggested. "You're going to have to make your case literally in a matter of seconds and make sure you grab somebody's attention, Fulgoni said.
As far as I'm concerned, you get 15 seconds. If your ads aren't over in 15 seconds and my video hasn't started yet, I'm clicking away.
..is around 5 to 6 seconds. At least, mine is.
vos nescitis quicquam, nec cogitatis quia expedit nobis ut unus moriatur homo pro populo et non tota gens pereat.
Fuck ads. Fuck people who make boring, standard advertising. You are worth none of my time.
I hear so much of this: millennials this, millennials that, can poor millennials ever catch a break? They have inherited a shitty economy, a weird climate, a never ending war on so called 'terrorism'. They are under impression that all that can really help them is more collectivist action because they got convinced that free market capitalism is all that is wrong with the world though they rarely actually experienced free market anything.
Millennials only have 5 to 6 second attention span for ads... guess what, I am definitely not a millennial and I have even less of an attention span for ads, I don't watch them at all, I turned them all off and if I see one here or there I learned to pay exactly 0 attention to them, skipping them and never remembering them (and never really even knowing what the hell they were about).
The only ads I care about is for products that I am specifically looking for, then I pay attention to what is advertised when I research a product. This has nothing to do with being a millennial, it has to do with living in a modern advertisement saturated world.
You can't handle the truth.
It's not a matter of attention span but the time it takes to remind yourself "I wouldn't have time for this and I'm broke anyway."
How can I believe you when you tell me what I don't want to hear?
I can't even stand the 5 seconds youtube makes you watch an ad before you can skip it. There's a reason adblockers are so popular, and it isn't only Millenials.
5 to 6 seconds for ads?
WTF is wrong with them?
No. Ads get maybe half a second while I'm finding the blocking script that they made it past.
More than me, and I'm a lot older than that. Time to stop trying to millennials in a a bucket. People are people and millennials are not a special case.
I literally don't care about your ads. I'll mute them the second they come on. And if I remember an ad, I go out of my way to NOT purchase their product.
"Hmm, I heard big mac today. I'm craving a big mac. Guess I'm not going."
Millennials have a 6 second attention span for anything. Including writi
I have a 0 second attention span for ads, because advertisement sucks and is a waste of time and space. The brands I remember being shoved in my face? I go out of my way to pay more for something else because FUCK advertisers.
Could have just left off "For Ads"...
Just saying...
So, Blipverts are the future? This explains why Youtube is killing the 30-second ad in favor of shorter ads, though.
Corruption is convincing someone that the selfless ideal is the same as their selfish ideal.
For us Gen X'ers, in the old days before Streaming video and DVR's, we were forced to watch 30 second commercials.
...except for VCR's, but those could be as annoying to use as commercials were to watch and early on, were really expensive.
There was no alternative.
I don't think it's that we had a long attention span. I didn't. It's that we had no choice what so ever. It wasn't the length of the ad, it was how many you'd have to ignore at a time.
We coped though. I always amazed myself with how much homework I could do three to four minutes at a time.
It's not a 6 second attention span for ads before they get bored and move on, it's a 6 second tolerance of ads before the annoyance is worth the effort of avoiding the ad.
But they already know that, which is why they play games with making the ads harder to avoid or skip instead of making short and clever attention-getting spots. They want to burn that brand into your head before you can press or click anything.
Its why we have fights over commercial-skipping DVRs, why we have banners across the bottom of the screen, and why we have product placement.
I seldom see ads and I don't watch TV. I'm also not a millennial - a baby boomer actually. So if they are really watching ads for 5 seconds, then they still have a lot to learn about adblockers. Bah, kids these days. Now get off my lawn.
Not having the patience for ads is not the same as having a short attention span. Maybe millennials are just a little more savvy than former generations and realize that all marketing is toxic horseshit.
This story actually makes me optimistic for future generations.
You are welcome on my lawn.
I'm Gen-X. I also have a very short span and impatient for many things like ads.
Also, this /. story is missing a link to the story. :P
Ant(Dude) @ Quality Foraged Links (AQFL.net) & The Ant Farm (antfarm.ma.cx / antfarm.home.dhs.org).
Blipverts
I'm quite a bit older than millennials, and I sure don't have a 5-6 second attention span for ads. The reason I became a cord cutter was all the obnoxious ads exploding across the bottom on the screen for 5-6 seconds. If that's what they're going to do, I don't care to view their content for free much less pay for it.
T&A
That's called multi-tasking, the focus shifts every 5-6 seconds from Tits to Ass then back again.
Six seconds later, it's all over, the monitor.
Your company is not entitled to my time, bandwidth, nor attention.
On browsers: uBlock Origin, HTTPS Everywhere, Privacy Badger.
On my home network: pfSense firewall sits between Comcast and everything else. pfBlockerng + DNSBL
They are configured with multiple host list sources, it's the best thing I've ever done for adblocking. It stops all the shit from getting on my SmartTV which is locked down and auto-updates but it doesn't fucking play ads in the youtube app or anywhere else but TV from the antenna.
I'm quite a bit older than millennials, and I sure don't have a 5-6 second attention span for ads.
Same. I'm in my 40s and cannot tolerate video ads. If I watch some interesting video on Facebook that fades in an ad I'll scroll down right away. If I watch something that I've DVR'd I'll mash the FF button through ads. If I'm on a web page that starts playing a video ad I'll immediately close the page. If I'm watching a YouTube video I'll immediate click the Skip Ad button once it becomes available. (I've noticed some new ads last only the amount of time the button isn't available.) I don't go to gas stations that play ads from the petrol pump. This isn't a generational thing - this is a 'these ads are fucking annoying' thing.