Twenty Somethings Too Antsy to Advertise To

Based on conclusions drawn from a recent Innerscope Research study commissioned by Time Warner, advertisers who believe consumers have the attention span to watch an entire 30-second commercial are probably deluding themselves. In the study, twenty-somethings that have grown up using a variety of personal media — smartphones, laptops and tablets — could be switching media platforms in the neighborhood of 27 times per hour when they're off work.

For the study, thirty participants were outfitted with biometric belts and video-equipped glasses to track their physiology and what they were watching during 300 hours of nonworking time, according to an AdAge article. The subjects were segmented into "digital natives" and "digital immigrants," the latter being consumers who became familiar with new digital technologies later in life. Both groups showed a high-degree of restlessness, but the "natives" switched media platforms 35 percent more than the "immigrants."

Innerscope believes that not only is it more difficult to capture the attention of these consumers, but that they consume information in a more non-linear fashion, "less inclined to adhere to the traditional beginning-middle-end mode of consuming content."

The AdAge article suggests two possible solutions to the problem: creating shorter ads that can be consumed like snack nuggets in quick bites; and creating cross-media campaigns that follow consumers as they move from TV to print to mobile to online.

Another answer is possibly offered by TV shows that engagingly integrate advertising into the program, such as NBC's new Fashion Star in which contestants compete to sell apparel designs to buyers from Saks, H&M and Macy's. Fashion Star includes a strong web and mobile component as well so that viewers can order merchandise while or immediately after viewing.