The magical 2.5 seconds Media Attention Benchmark


The experience of a (short) moment and the “gift of attention”

Media moments are increasingly short. More than 62% of the impressions of online users are shorter than 2.5 seconds – but good creativity can impact users’ memory if their attention is treated as a gift. This is the main finding of a first of its kind meta-analysis published by eye square.


More than 320 studies with 340.000 participants along with ad material consisting of 3283 visual stimuli were analyzed.


“This enormous baseline has allowed our researchers to study a huge variety of creative approaches and their actual impact on users’ perception as well as memory (unaided recall of a creation)”, says eye square CEO Michael Schiessl.

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