Online advertising by invitation

The article offers brands advice on how to gain and then hold consumers' engagement in a world in which attention spans have fallen to their lowest-ever levels.

Online advertising by invitation

Matt BellMEC

With the average attention span now just eight seconds and the skippable ad length ever shrinking, brands need to combine advertising by invitation with a share-of-attention approach. This means designing an attention hook that will build useful experiences and deliver long-term brand uplifts.

I'm going to keep this brief because you won't stick around for long. According to global traffic analysis firm Chartbeat and their analysis of 2 billion page views online across the course of a month, if you are reading this online I have your attention for about 15 seconds. If...

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