Peter Buckley ,a communication planner of Facebook said that eye tracking studies show that people on average dedicate 1-2 seconds of attention to an advert before moving on. at the second annual Oxford Future of Marketing Symposium recently.Longer views were found to have little impact on recall, suggesting that the first few seconds of exposure to an advertisement are the most important In order to address this, Buckley reiterated the statement made by David Radford (Allianz) that businesses need to focus on creative content, and on establishing positive associations with their brand. ‘Ads should be designed for impact. They should be recognisable in almost every context, and easy to process.’bmd
Courtesy: Said Business School