PSFK speaks to Helen Crossley about how neuroscience is being used to power better mobile content

A shift in currency—from coins to digital attention—has changed the nature of advertising at large. As screens get smaller and smaller, with the younger generations absorbing and sharing the majority of content directly on their phones, mobile has presented an entirely new set of opportunities (and challenges) for brands to make noise.

From marketers to product developers, people are searching for the most engaging ways to enter the attention economy. With but 30 seconds to capture the interest of a millenial audience, which medium is most efficient? Should brands emphasize messaging, storytelling, influencer engagement or another element to most quickly and effectively have an impact?

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