Young consumers have ad A.D.D., and to capture their attention brands have to resort to new tactics—which includes capturing their attention in only a few seconds.

Young consumers have ad A.D.D., and to capture their attention brands have to resort to new tactics—which includes capturing their attention in only a few seconds. Mobile spots especially need to be quick and attention grabbing—and the traditional 30 seconds is far too long. So how long does a mobile ad need to be? A recent study by time-based mobile ad platform Sled Mobile’s Parsec found that nine seconds could be the “optimum duration for mobile ads.” Brand awareness increased by 140% for viewers watching an ad nine seconds or longer. (MediaPost)