Marc Pritchard has a reality check for marketers who believe their brands can hold consumer attention for an extended period of time on platforms like Facebook, Instagram and Snapchat.

"In social media, people want to share their lives with each other," Procter & Gamble's Chief Brand Officer reported at the Association of National Advertisers' (ANA) 2017 Masters of Marketing Conference.

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Marc Pritchard, Chief Brand Officer, P&G

"And, let's face it, ads are annoying. No wonder they only get a fleeting glance."

The average viewing time for such messages, Pritchard continued, often stands at 1.7 seconds, with only 20% of these ads being viewed for two seconds or more. "That's pretty much the blink of an eye," he said. "So, obviously, we stopped wasting money on 30-second ads, and we're now designing ads to work in two seconds."