Advertisements used to be an inevitable companion to entertainment. And the industry still thrives; the average American consumes about six hours of media a day. But as methods of media consumption have changed, the audience is not necessarily captive — a customer might pay more for a subscription streaming service simply to avoid ads, for example.
So how do advertisers find creative ways to get their messages across and people still willing to receive them? Darden Professor Anthony Palomba discusses his recent study on consumers’ available ad attention spans, co-authored with Professors Judy Franks and Vijay Viswanathan.