"The fight for people's attention is so ripe at the minute," says Jordan Mitchell, highlighting the intense competition brands face for consumer engagement in the current digital landscape.
TikTok has amassed over 1 billion community members globally, with US adults spending over a movie's worth of time on the app daily, demonstrating its growing dominance.
According to a study commissioned by TikTok, 99 percent of users multitask while watching TV, with mobile often taking focus during commercial breaks, reshaping ad engagement strategies.
Gen-Z loses active attention for ads after just 1.3 seconds, emphasizing the need for brands to innovate their advertising approaches to capture fleeting interest.
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