Deciding where to go on vacation takes, on average, 8 hours.
A computer? Fifteen hours from the time you think you need a new one to the time you plug the new one in on your desk.
Every product has a deliberation time associated with it.
The goal of any advertiser is to monopolize as much of that deliberation time as possible.
The reason? The more time a consumer spends with your advertising, the less time is left for them to spend with the competitor’s advertising.
This is how time spent leads to sales.
The interesting thing is that we can now measure time spent with advertising. The more time spent the better.
Since we can now measure it, it makes you wonder why advertisers aren’t holding their agencies accountable for delivering it.