| Many online media sites have full motion graphics, | | | | gaze at an ad in the newspaper an average of 1.2 |
| flash presentations, and sponsorship brand ads. | | | | seconds, and people in book stores scan across |
| And these are paid for by the advertiser and that | | | | the titles of the books at about that same rate, |
| revenue stream keeps the online media making | | | | give or take a bit. So, what does all this mean and |
| money. It's all good right? Well, yes and no, as | | | | what is my point? Well, those nice flash |
| there are some issues brewing, as Internet | | | | advertisements are going to have to be |
| surfers' attention span grows shorter and shorter. | | | | shortened to match the scanning habits, attention |
| As it turns out studies show that Internet surfers' | | | | span, and eye-gaze data of those who read their |
| have an attention span of just under 20-seconds. | | | | news online. If not they will lose readership in the |
| One study shows it to be 18.4 seconds on | | | | long run. |
| average. | | | | For instance, try this out; Got to videos and click |
| But mind you, that's the average and so the | | | | on one and watch the ad prior to the video, it's |
| advertisements really need to be 12-15 seconds | | | | too long but you already have time invested so |
| maximum. And yet, we have another problem, | | | | you watch it anyway to get to your selected |
| attention spans continue to get shorter and | | | | video, then you choose another. After you watch |
| shorter each year, especially as more and more | | | | three, another add comes on. Rather than |
| go onto the Internet for their news. Did you | | | | watching all the videos you want to see, you click |
| know that those who read the news paper for | | | | out, having gotten tired of watching the ads too. |
| 15-minutes, and that is the average. They spend | | | | If those ads were progressively shorter, you |
| twice as long gazing and scanning each article, as | | | | probably would keep watching. Who loses in this? |
| their counter parts online? | | | | The media source of course. |
| But these same folks that read the news paper | | | | |