Advertisers only have a few seconds to make a lasting impression. The average human attention span has fallen from 12 seconds to eight seconds.1 And, according to a recent study, Gen Z only has a 1.3 second attention span for ads — the shortest of all generations measured.2 But those few seconds can make a difference. Capturing just 2 seconds of attention can increase recall, raise brand awareness, and inspire purchase intent.3
Based on this, we know that first impressions matter. The only way to make a great first impression on customers is with great creative. So, we spoke to Walmart customers to understand what types of ads stand out to them. There was one consistent theme that rose to the top: ads that hero the product are more likely to drive purchase intent.4 Customers want to be able to quickly understand what your ad is for and to clearly see the product they are considering.