The attention measurement sector led by Karen Nelson-Field at Amplified Intelligence has established that the two main digital media segments that together represent nearly $350 billion in annual global ad spend – social and short-form video, both of whose usage is mostly on mobile devices – have built-in platform effects which constrain the lion’s share of ad exposures to less than two seconds of attentive viewing.
Two Seconds of Ad Exposure Insufficient for Brand Growth
![Two Seconds of Ad Exposure Insufficient for Brand Growth](/media/articles/image-cover-1711627203991.550x380_q85_box-47%2C181%2C849%2C738_crop.png.webp)