Your ad/post/content isn’t just competing with the other options around it in the feed.

It’s competing with what’s on the second (or third) screen.

With what’s happening in the viewer’s environment.

With the to-do and to-consume lists.

For marketers, it’s telling them that people are spending more time with their attention on other screens while they’re on the mobile devices.

A little harder to reach the consumer because their attention is divided.

Each individual piece of content is unlikely to be remembered over time. It’s the aggregate and l overall impression that matters.

via EMARKETER