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  • YouTube uses six-second ads to match attention spans
  • YouTube uses six-second ads to match attention spans
    David Tang (2015) ©
SIGNAL

YouTube uses six-second ads to match attention spans

Research has shown that an app will be abandoned if its load time exceeds six seconds. Now people expect immediacy as standard. With people’s patience, as well as their attention spans dwindling, YouTube is scrapping the unskippable 30-second ad in favour of six-second 'bumpers'. 

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