HAMISH MCCOLLESTER, RAPP LA, TALKS TO CHIEFMARKETER ABOUT CALCULATING CUSTOMER VALUE

"These days, no one has to watch ads for more than a few seconds. Sure, we still sit through TV commercials and radio jingles, but most of our content comes from the web. There, we can usually skip a YouTube commercial after five seconds and scroll right past Facebook advertising posts.

Brands often want to be all things to all people, and in our age of fractured attention, vague messaging is easy to scroll past without a second thought.

A few seconds isn’t an exaggeration: Desktop Facebook users see pieces of content for an average of 2.5 seconds; on mobile, the average drops to 1.7 seconds. Attention spans are getting shorter, and that’s worrying marketers."

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