Scroll-stopping or scroll-past? The 2.5-second ad dilemma | Advertising – Campaign India

If 85% of digital ads fail to hold our attention for even 2.5 seconds, what chance do brands really have? In a fast-scroll world, especially one dominated by Gen Z’s fragmented, dopamine-driven attention spans, traditional advertising is fast becoming white noise. The challenge isn’t just to be seen—it’s to be remembered. And increasingly, that requires more than visibility. It demands storytelling that sticks. Welcome to the age of multi-format storytelling—an era where brands need to be nimble, relevant and genuinely creative if they want to make it into Gen Z’s daily scroll. This isn’t just a creative imperative—it’s a commercial one. With Gen Z’s global spending power expected to hit a staggering $12 trillion by 2030, according to NielsenIQ, brands not showing up in formats this generation engages with risk becoming invisible. Tapping into Snapchat’s First Story placement allowed Swiggy to enter its users’ most personal digital space. “At Swiggy, we constantly look for moments where culture meets convenience. Tapping into Snapchat’s First Story placement allowed us to enter our users’ most personal digital space, right where they’re most engaged,” said Surbhi Johri, brand marketing at Swiggy. Where ads feel like content, not clutter Gen Z doesn’t want to be
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