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Vertical video is becoming more popular, but there’s no consensus on the best way to make it
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April 9, 2012, 12:52 p.m.
LINK: adage.com  ➚   |   Posted by: Joshua Benton   |   April 9, 2012

In Ad Age, Brian Steinberg reports on a study commissioned by Time Inc. on how frequently people shift media venues — e.g., from TV to a magazine, from Facebook to the radio, from iPad to iPhone. The totals: 27 times an hour for “digital natives,” 17 times an hour for “digital immigrants” (that is, older folks). Innerscope Research CEO Carl Marci:

I’d be most alarmed about the challenging act of capturing the attention and emotional response of my target audience, because it’s almost like going from shooting fish in a barrel to little minnows. The target has become faster, and the window of opportunity for capturing them has become smaller.

Hamilton Nolan at Gawker:

Kids these days are making advertisers work harder than ever to surround them at all times in a soothing haze of corporate marketing messages. I hope you’re happy, kids these days.

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