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This finding, featured in 'The Challenge of Attention', is a reminder that advertising is not an important part of most people's lives. People (in the UK) spend 73 minutes on social media each day but scroll past most of the advertising quickly which means that although advertising is on screen for about 20 minutes, people only look at it for a total of 2 minutes (which equates to just 1-2 seconds per ad, on average).

The most effective social media advertising grabs people's attention quickly, stops them scrolling and makes them want to spend their time watching the rest of the video.