Millennials’ attention span for advertising: 5 seconds

Millennials’ attention span for advertising: 5 seconds

[Ed. – Millennials can be trained out of their short attention spans, but it’s a good question what it will take on a large scale.  They’ve been encouraged throughout their lives to make snap judgments, and force-fed an intellectual diet so simplistic it doesn’t take any extended thought to consume.  I hate popular movies targeted to millennials; can’t even watch them, they’re so jerky and mindless.]

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.

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