Is 7 Seconds a Long Time?
7 seconds is a long time, and sometimes a lot can change. You can make an important decision and then breathe a sigh of relief. Thank a colleague for their help. Compliment a friend.
You can notice something and ignore it or remember it. There are certainly many things that last 7 seconds and change something for longer. For example?
It took 7 seconds to demolish the old silo in Wrocław. The Sulkowice Mill will be built in its place – but that's not until next year.
Ante Rukavina's performance for Croatia lasted 7 seconds in the Dinamo Zagreb - Austria Vienna match, with a spot in the Champions League group stage at stake.
7 poorly used seconds led to Croatia's defeat and, for the coach, the loss of his job.
It takes 7 seconds to make a first impression (more precisely: 3 to 7 seconds – according to scientists). A first impression, as we know, can only be made once, so 7 seconds can influence many things.
Why am I writing about this?
Because 7 seconds is the average contact time with an advertisement on Motorway 12x 4m billboards. We measured it ourselves, stopwatch in hand. We conducted an experiment to determine the average time a viewer spends looking at a billboard. The study included billboards along the Warsaw – Poznań route.
Michał drove the car and played the role of the ad viewer, while Andrzej measured the time.
Of course, these are not scientific studies. We are not comparing them to anything. We are not analyzing the weather, the driver's level of focus or distraction, because that is not relevant here.
Potentially, every person driving on the A2 motorway sees the advertisement on our billboards for 7 seconds.
As much as 7 seconds to make an impression, notice, remember, make a decision.
P.S. Reading this text probably took you about 50 seconds. Thank you for your attention!