In 1998, the average attention span of human beings was calculated at 12 minutes. A decade later, that number was down to five minutes. In 2018, it fell further still to three minutes – a 75% decline in just two decades. While there’s no single factor contributing to this decline, marketers and advertisers are wrangling with the same conundrum – how do they acquire, message and then retain prospective consumers within this ever-reducing attention span? When combined with all the ways in which we interact with the world today, the war for consumer attention is becoming he most valuable outcome for the advertising industry to win.
When we developed Systems Planning, we made a c
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