The Huffington post is encouraging advertisers to shorten ad copy to reflect shorter attention spans.  A Microsoft brain activity study found that between 2000 and 2013 average attention spans dropped from 12 seconds to 8 seconds.  Yet between 2000 and 2015 Zenith Optima found that the median number of words in randomly chosen print and outdoor ads was a constant 12 words between 2010 and 2015.

Insider’s take: More evidence for the importance of keeping copy to 7 words or less.