Social ads are watched for less than three seconds
StatBrand & Creativity
Measured with human eye-tracking rather than platform data, most people watch social ads for under 2.5 seconds. Active Attention Seconds by platform: Twitter 3.2, YouTube 2.7, Instagram 2.2, Facebook 1.7.
Source
The WARC Guide to brand assets in a hybrid world (2022)
WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)
p. 21; Irish National Lottery with RED C and Amplified Intelligence
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