It is the need of the hour for brands to find new ways to engage their consumers in less than a second with their mobile ads.
It is estimated that about 67% of mobile ads were already seen and cognitively recognised at 0.4 seconds no matter whether the impression was a positive one or not. Those messages which are identified as having a 'weak brand performance' seemed to deliver only negative motivation in the first second of consumer exposure.
There are many marketers who now understand the need for a shift in thinking and to develop a strategy which works best for the first second. Also more research needs to be conducted in order to find value in inventory which is currently under the existing one and two second viewability standards.