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Viewers Have Very Short Attention Spans

Shorter Is Better Is Simpler Is Greater

By Jim | Creative

Aug 31

I'm always looking for a shorter path from A to B and a simple, more concise message. Every time I edit ad copy it gets shorter and shorter and conversely increases in power and meaningfulness. Here's what a global brand thinks.


Testing six-second ads has also helped us understand what building for shorter attention spans looks and feels like. There are certain things the format forces you to do. It’s all about having one clear message with a unique value proposition.

Axel Adida, global digital chief operating officer, L’Oréal

About the Author

Jim Lefkowitz is an online media consultant for large and small companies, campaigns, causes and candidates. He is also the founder and Chief Idea Officer of Cutty Powers.
He’ll do almost anything for a free t-shirt and is a pushover for health and education charities.