1、The State of Digital Advertisings Most Famous MetricReallyDead?IsCTREyes Wide Shut:Traversing the Attention Spectrum302Eyes Wide Shut:Traversing the Attention SpectrumHow many browser tabs do you have open right now?Are the labels still viewable,or have they shrunk into mere colored icons,clinging f
2、or dear life to their precious scraps of real estate?Legend has it that Chrome can support over 6,000 browser tabs.1Worldwide research on attention concludes that the more multitasking we do,the less productive we are.2,3 In fact,the better you think you are at multitasking,the worse you will perfor
3、m against your more modest counterparts.4 But most of us intuitively understand that were less effective on the days when were constantly context-switching,and we struggle valiantly to create pockets of focus time.Which begs the question:How did our attention become so fragmented?While the digital e
4、ra has supercharged overall human productivity,weve paid a nontrivial price as individuals:Our attention is approaching maximum capacity as we sift through endless decisions,ever-growing to-do lists,and constant distractions day after day.And within that sea of distractions,ads are the tenacious,res
5、ourceful pirate ships fighting stubbornly to hijack their cut of attention.They scheme relentlessly to surprise us,lure us,and trick us by masquerading as native content.Yet with the average person bombarded by at least hundreds(and maybe thousands)of ads daily,even the most advanced“piracy”has its
6、limits.Advertisers simply cannot expect audiences to constantly pay attention.As a byproduct of acclimating to the online world,we have become increasingly savvy about reclaiming our time.When asked,90%of consumers told us they have strategies for dodging digital ads and more than half asserted they
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