Chartbeat "took a look across a select group of publishers to find out how long ads are seen when they’re seen," Alex Carusillo writes. Half of "viewable ads," it found, are viewed for 1 to 5 seconds.

The numbers aren't as terrifying as they may appear, Carusillo writes. They indicate "that different ads are right for different goals."

If an advertiser is trying to get their name out there as efficiently as possible in a pure awareness play, they likely want to be buying a spot where shorter impression duration occurs. Whereas if an advertiser is trying to get a specific message out there or telling a more complex story than just their logo appearing in an ad, they should look for one in the 6-15 second range.