According to one analysis, millennials don’t have a long attention span for ads. Advertisers hoping to woo them need to get their message across in seconds, and they’ll need to focus on mobile users if they want to hit the largest audience.
ComScore says millennials are only interested in an ad for about 5 to 6 seconds. Anything longer is less effective, new information that opposes the traditional model of a 30-second time period, typically used for television commercials.
“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.”
“You’re going to have to make your case literally in a matter of seconds and make sure you grab somebody’s attention,” Fulgoni concluded.
According to the report, millennials spend 61-percent of their online time in smartphone apps for their mobile devices, compared to only 8 percent on the mobile web. Millennials report using their desktop only a quarter of the time, and only 5 percent on tablets.
The study also confirms that Snapchat is very popular, with two thirds of millennials using the app.
Facebook still leads the market, with 95 percent of millennials surveyed reporting they use the social media platform.
Fulgoni discusses Snapchat’s popularity and future outlook in the clip below.
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