It used to be that all we needed to worry about was a viewer getting up from the boobtube to go to the bathroom or grab a drink. But today’s brands compete against devices that contain a bottomless well of content from around the world. Even the slightest unwanted interruption can encourage them to look away from what we’re saying and toward Facebook. Or Twitter. Or Instagram. Or Snapchat. Or Jyk.
Okay, that last one doesn’t exist, but you freaked out for a second that you hadn’t heard about it, didn’t you? That’s the kind of world we’re living in.