There is a myth that attention spans are destroyed and you only have 6 seconds. This is false. Attention spans are short for boring content, but infinite for engaging content (binge-watching Netflix proves this).
The 3-Step Creative Structure
Our data shows the highest converting ads follow this timeline:
- 0-3 Seconds ( The Hook): Visual disruption. No logos, no slow intros. Immediate movement.
- 3-15 Seconds (The Value): Pure education or aesthetic pleasure. Why does this matter?
- 15-45 Seconds (The Logic): For high-ticket items (>€500), the buyer needs logical justification. Show the specs, the materials, the "reason to believe".
Ads that cut off at 15 seconds often fail to convert high-ticket buyers because trust hasn't been established.