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

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