Only got 6 seconds for your ad? Then take some tips from Alfred Hitchcock
In an era of increasingly deficient attention spans, creatives are finding themselves working with ever tightening time-formats – but this shouldn’t be something to be scared of, writes BBH’s Arthur Tsang.
Can you even be bothered to read this first sentence?
It has become a bit of a cliché to say we’re bombarded with information and messaging constantly these days.
And as such, this plethora of choice and noise has eroded audiences’ attention span to less than eight seconds – which, if true, gives little space for creatives to play in now.
Nevertheless, given the almost infinite number of ways to amuse themselves online, it’s a fact that today’s audience is much less tolerant of boredom
So someone actually advocating click bait? (And the goldfish thing is nonsense by the way with studies proving up to 5 months memory and spa – Source: Israeli Technion Institute of Technology).
erm, no, it’s not about click bait. it’s about a different way to tell stories. but some folks fear change. bet you pull out that goldfish stat at cocktail parties, works a treat, hey?
Man, you got some sense of humor. The guy was just making a comment. jeez
All these pundits keep talking about 6s video like it’s limiting because they see it as video with much less time, but that’s not what it is. It’s print with much more movement and sound.
It’s amazing that Australians dropped $8.7m yesterday (second highest box office take) on the latest Avengers movie. The long awaited movie runs for 147 minutes and the audience will apparently pay attention to for six seconds.
Though of course, that ‘research’ could be utter bollocks.