attention: adjusting to declining attention spans
TRANSCRIPT
#AttentionSummit
How can brands adjust to declining consumer attention spans?
Richard ShottonHead of InsightZenithOptimedia
ATTENTION IN THE DIGITAL AGE@rshotton
11%
24%
General Messaging Local Messaging
Sample Size: 341 respondents saw the general messaging, 161 saw the local messaging
% of people who said they were likely or very
likely to switch
49
12
8
49
12
7
20102010 20152015
Av. number
words in poster
Av. number
words in print
headline
Creative has not adapted
2010 2015
% of TV ads
that are 30”
ATTENTION IN THE DIGITAL AGE@rshotton