Attention seekers

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I've just had a presentation about an online product where their USP was they can guarantee an average of 16 seconds of audience engagement for your ad. 16 seconds?!! That's not a bad stat if you know about these things and work in the hugely disparate online media world, but imagine trying to explain that to your grandparents??!

It's certainly a sign of the status quo and has been for some time, but what can be done to counter it? Do ads need to be more creatively engaging? Or is this the tip of massive iceberg that has been staring us in the face for a while now but we're yet to see what's under the surface? I think a fundamental shift is required and a much bigger post is required on this. Perhaps this will be the basis for the next 'Brief'. Hmmm, thoughts please…