The evidence is building that Generations Y and Z really do have no attention span. No, don’t stop reading there; this is important. Video marketers only have a third of a 15 second ad to capture someone’s attention before they skip ahead (assuming you haven’t blocked the ad completely). Millennials are turning away from TV in droves, favouring the curated skippable world of online video. From Twitter to Tinder, instant gratification is the order of the day.
Getting viewers to tune into live TV, rather than watch on demand or skip ahead to the best bits, is an increasingly tricky prospect. There’s little that people have the patience to sit through in its entirety anymore. With that comes potentially massive losses for marketers, who must now battle to become a more intrusive presence, or else find new ways to win attention.
The skyrocketing popularity of livestreaming – often just people broadcasting themselves on webcams – seems baffling in this context. But along with live sports, livestreaming seems to speak to the age of social media, and the need to be the first to react to an event. Live events and streaming sponsorships are fast becoming the most intimate way of connecting with your audience, ditching the traditional news cycle in the process. Continue reading “Consumers Love Livestreaming — And You Should Too”