What brands need to know about ‘attention elasticity’
10 June 2022

Originally published on WARC.

Attention strategies should be designed to suit campaign goals and platform capabilities.

A study by Twitter, OMD and Amplified Intelligence explored differences in user attention across four platforms, including Facebook, Instagram and TikTok.

The average attention duration across all test ads in the research was 3.9 seconds, but 83% of those brands were subsequently correctly attributed by respondents.

Creative performed across platforms – in one instance resulting in a six-second differential between the best and worst-performing platforms.

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