{"id":70921,"date":"2026-01-27T18:09:08","date_gmt":"2026-01-27T17:09:08","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=70921"},"modified":"2026-02-03T14:08:40","modified_gmt":"2026-02-03T13:08:40","slug":"attention-analysis-2-3-seconds-of-magic","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/attention-analysis-2-3-seconds-of-magic\/","title":{"rendered":"2,3 Seconds of Magic- A Current Attention Analysis by OMD Germany and eye square"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;20px&#8221;][vc_single_image image=&#8221;70951&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;20px&#8221;][vc_empty_space height=&#8221;20px&#8221;][vc_empty_space height=&#8221;20px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<p data-start=\"1251\" data-end=\"1614\" data-is-last-node=\"\" data-is-only-node=\"\">A recent study by OMD Germany and eye square reveals a significant drop in attention spans for digital advertising. In contrast, TV advertising has managed to see a slight increase. Attention has become the scarcest currency in digital advertising \u2013 and it\u2019s still shrinking. The joint analysis \u201cAttention: 2.3 Seconds of Magic!\u201d by OMD Germany and eye square shows:<\/p>\n<div>\n<blockquote>\n<h2 style=\"text-transform: none\"><strong>Average viewing time for ads has dropped from 2.5 seconds (2010\u20132019) to 2.3 seconds (2020\u20132025)!<\/strong><\/h2>\n<\/blockquote>\n<\/div>\n<p data-start=\"1251\" data-end=\"1614\" data-is-last-node=\"\" data-is-only-node=\"\">\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<h2 dir=\"auto\">Clear Winners and Losers Across Media Channels<\/h2>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<ul>\n<li>TV advertising has increased attention by 14% (Index 114), benefiting from a calmer, lean-back usage situation and fewer ad breaks.<\/li>\n<li>Skippable online videos are losing attention (Index 83).<\/li>\n<li>InFeed ads have seen a massive decline, losing more than 40% of viewing time since 2019 (Index 57).<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_single_image image=&#8221;70936&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<p dir=\"auto\">The main driver: stimulus overload in digital environments. While TV remains relatively stable at around 6 ad breaks per hour, platforms like Instagram reach more than 40 ad breaks per hour \u2013 leading to highly selective perception.<\/p>\n<p dir=\"auto\">The good news: creative quality is the strongest lever.<br \/>\nThe evaluation of eye square\u2019s benchmark database with nearly 13,000 ads demonstrates clearly:<\/p>\n<ul class=\"\" dir=\"auto\">\n<li class=\"text-start \">Highly creative TV spots can achieve up to twice as much attention as average executions.<\/li>\n<li class=\"text-start \">Exceptionally crafted social ads or pre-rolls can generate more attention than an average TV spot within just 2.3 seconds \u2013 if the opening, message, and emotional relevance are strong.<\/li>\n<\/ul>\n<\/div>\n<p data-start=\"1251\" data-end=\"1614\" data-is-last-node=\"\" data-is-only-node=\"\">\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_single_image image=&#8221;70937&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<h2 dir=\"auto\">Attention is the Key to Value<\/h2>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<p dir=\"auto\">For advertisers, this means: reach without attention rapidly loses value. What matters are channel-appropriate strategies, bold, tested creative work, and making attention measurement a fixed part of the creative process. Only then can brands fully leverage the \u201c2.3 seconds of magic\u201d \u2013 ensuring their messages don\u2019t get lost in the content overload but are truly seen and remembered.<\/p>\n<p dir=\"auto\">For full details on the methodology, channel comparisons, and concrete recommendations, please refer to the complete press release.<\/p>\n<p dir=\"auto\">If you\u2019d like to know how your TV spots, pre-rolls, or social ads perform in terms of attention \u2013 and how to make your 2.3 seconds as effective as possible \u2013 feel free to get in touch with the experts at eye square or OMD.<\/p>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221; css=&#8221;.vc_custom_1770044710504{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #DFE1F2 !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;30px&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_single_image image=&#8221;70985&#8243; img_size=&#8221;medium&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;30px&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<p style=\"text-align: left\">Here you can download the latest report, \u201cAttention: 2.3 Seconds of Magic!\u201d, from the Attention Works initiative by <a class=\"bbcode_url\" href=\"https:\/\/www.omd.com\/\" target=\"_blank\" rel=\"noopener nofollow\" data-wpel-link=\"external\"><b>OMD Germany<\/b><\/a> and the <b><a class=\"bbcode_url\" href=\"https:\/\/www.eye-square.com\/de\/\" target=\"_blank\" rel=\"noopener nofollow\" data-wpel-link=\"external\">marktet research institute eye square<\/a><\/b>!<\/p>\n<p style=\"text-align: left\">The <strong>OMD POV<\/strong> is a special report by media agency OMD Germany on current developments in advertising. The &#8220;Attention Works&#8221; initiative focuses on showing digital advertising attention is down and TV advertising up. The focus is on creativity to increase attention.<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;]<a  itemprop=\"url\" href=\"https:\/\/share-eu1.hsforms.com\/1BFmZV8-DTkKmkKrtN5hrvgf0iu9\" target=\"_self\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#131631\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #ffffff; border-color: #007FFF; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Download Paper!<\/a>[vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<h2 dir=\"auto\">The Attention Works Initiative<\/h2>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column width=&#8221;1\/4&#8243;][vc_empty_space height=&#8221;30px&#8221;][vc_single_image image=&#8221;70972&#8243; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][vc_column width=&#8221;3\/4&#8243;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<p dir=\"auto\">Under the name <a href=\"https:\/\/www.eye-square.com\/en\/attention-works\/\" target=\"_blank\" rel=\"noopener\">Attention Works<\/a>, the media agency OMD Germany and eye square are joining forces to establish a new standard in media planning \u2013 with genuine attention as the central currency.<\/p>\n<\/div>\n<p data-start=\"1251\" data-end=\"1614\" data-is-last-node=\"\" data-is-only-node=\"\">\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2>Press online (all articles are in German)<\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;10px&#8221;][vc_column_text css=&#8221;&#8221;]<strong><span class=\"app-wuv-article-title\" data-addsearch=\"include\">Die neue Attention-\u00d6konomie fordert die Mediaplanung heraus<\/span><\/strong><br \/>\n<strong><a href=\"https:\/\/www.wuv.de\/Themen\/Media\/Die-neue-Attention-Oekonomie-fordert-die-Mediaplanung-heraus\" target=\"_blank\" rel=\"noopener\">wuv.de<\/a><\/strong><\/p>\n<p class=\"ArticleHeader_headline\"><strong>Aufmerksamkeitsspanne f\u00fcr Werbung in digitalen Kan\u00e4len sinkt deutlich<\/strong><br \/>\n<strong><a href=\"https:\/\/www.horizont.net\/medien\/nachrichten\/analyse-von-omd-und-eye-square-aufmerksamkeitsspanne-fuer-werbung-in-digitalen-kanaelen-sinkt-deutlich-232907\" target=\"_blank\" rel=\"noopener\">horizont.net<\/a><\/strong><\/p>\n<p class=\"cmb-10\" lang=\"de\"><strong>Sinkende Attention: Warum 2,3 Sekunden \u00fcber Werbeerfolg entscheiden<\/strong><br \/>\n<strong><a href=\"https:\/\/www.pressebox.de\/pressemitteilung\/eye-square-gmbh\/sinkende-attention-warum-2-3-sekunden-ber-werbeerfolg-entscheiden\/boxid\/1283830\" target=\"_blank\" rel=\"noopener\">pressebox.de<\/a><\/strong><\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; css=&#8221;.vc_custom_1769530031900{padding-top: 35px !important;padding-right: 35px !important;padding-bottom: 0px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"css-186bnk2 css-lb9cx4-stack css-3sj1cp css-1bjhv8d css-1vznryd css-1soja3n\">\n<div>\n<h2 dir=\"auto\">The eye square Media Benchmark<\/h2>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;15px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; css=&#8221;.vc_custom_1769530018959{background-color: #DFE1F2 !important;}&#8221; z_index=&#8221;&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1769534112857{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 20px !important;padding-left: 20px !important;}&#8221;]The foundation of this study is the benchmark database from eye square, which has expanded significantly since 2019, growing from 2,300 to nearly 13,000 analyzed advertisements. This substantial increase provides a robust basis for thorough and nuanced analyses. The research focuses on the evolution of attention, variations across different channels and placements, as well as the impact of creative elements on advertising perception.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221; css=&#8221;.vc_custom_1769530054855{padding-top: 0px !important;padding-right: 35px !important;padding-bottom: 35px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;]<a  itemprop=\"url\" href=\"https:\/\/www.eye-square.com\/en\/media-benchmark\/\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#007FFF\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #ffffff; border-color: #007FFF; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Explore!<\/a>[vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><strong>Questions? Please Contact the eye square Team<\/strong><\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;10px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;30px&#8221;][vc_single_image image=&#8221;61601&#8243; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<p><strong>Mail: <a href=\"mailto:schoenherr@eye-square.com\">s<\/a><\/strong><a href=\"mailto:schoenherr@eye-square.com\"><strong>choenherr@eye-square.com<\/strong><\/a><br \/>\n<strong>Phone: +49 30 698144-16<\/strong><\/p>\n<\/div>\n<\/div>\n<div class=\"vc_empty_space\"><\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;]<span class='q_social_icon_holder circle_social' data-color=#131631 data-hover-background-color=#FFFFFF data-hover-color=#007FFF><a itemprop='url' href='linkedin.com\/in\/stefan-sch\u00f6nherr-330b5160' target='_blank'><span class='fa-stack fa-2x' style='background-color: #FFFFFF;'><i class=\"qode_icon_font_awesome fa fa-linkedin \" style=\"color: #131631;\" ><\/i><\/span><\/a><\/span>[vc_empty_space height=&#8221;30px&#8221;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<h2>Stefan Sch\u00f6nherr<br \/>\nExecutive Vice President Brand &amp; Media Experience and Partner<\/h2>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<p>Stefan Sch\u00f6nherr has been working as a brand and media specialist in the Brand &amp; Media Experience unit at eye square since 2007, has headed this unit since 2013, and has been a partner at eye square since 2018. He holds a degree in psychology with a focus on media consulting, advertising impact, and media reception.<\/p>\n<p>Stefan supports advertisers and marketers with studies on understanding media genres, advertising formats, and creative performance. In addition to his intensive work with moving image advertising, Stefan is one of the leading experts in the field of processing and impact of digital creation and social media advertising.<\/p>\n<p>In 2023, he conducted the award-winning media ethnography study Mapping the Impact for Screenforce (Real Impact Award from Horizont, 2023). He leads global studies on the impact of creator ads in the social marketing mix (Authenticity Sells, Snapchat, 2024) and is responsible for the internationally award-winning study \u201cPower of Creation\u201d (IAB Research Award, 2016).<\/p>\n<p>Stefan Sch\u00f6nherr moderates workshops on digital creation and is a regular speaker at conferences.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"vc_empty_space\"><\/div>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;20px&#8221;][vc_single_image image=&#8221;70951&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;20px&#8221;][vc_empty_space height=&#8221;20px&#8221;][vc_empty_space height=&#8221;20px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_column_text css=&#8221;&#8221;] A recent study by OMD Germany and eye square reveals a significant drop in attention spans for digital advertising. In contrast,&#8230;<\/p>\n","protected":false},"author":21,"featured_media":70960,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7204,204,1],"tags":[],"class_list":["post-70921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7204","category-article","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Declining attention-why 2.3 seconds determine advertising success<\/title>\n<meta name=\"description\" content=\"The latest analysis by OMD Germany and eye square shows a significant decline in the attention span for advertising in digital channels.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/en\/attention-analysis-2-3-seconds-of-magic\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2,3 Seconds of Magic- A Current Attention Analysis by OMD Germany and eye square\" \/>\n<meta property=\"og:description\" content=\"The latest analysis by OMD Germany and eye square shows a significant decline in the attention span for advertising in digital channels.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eye-square.com\/en\/attention-analysis-2-3-seconds-of-magic\/\" \/>\n<meta property=\"og:site_name\" content=\"eye square\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-27T17:09:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-03T13:08:40+00:00\" \/>\n<meta property=\"og:image\" 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