Increasingly, we are viewing advertising and content online via mobile platforms. The majority of the marketing messages we consume today are being disguised as ‘content’. And yep, some of it is great, but most of it is bin-worthy.

Yankelvich Research (good enough to be quoted by the NY Times), puts the number of advertising messages we see each day as ranging from 3,000 to 20,000 (the upper figure includes the labels in a supermarket).

This begs the question: “How can we keep up with just the useful content we want to read?”

Well, it seems technology has an answer.

We are already seeing new formats that deliver information in quicker ways. Instead of delivering news stories as plain old text, Wibbitz presents them in a visual (infographic) form.

Now Spritz has set out to help humans read up to 600 words per minute, using a system they call ‘text streaming’.

I’m serious, and they are very serious. Their theory is that humans can read much faster when text is ‘streamed’. They claim it’s possible to read up to 600 words per minute.

Three years of research and testing has resulted in ‘text streaming’ – a platform for smart watches and smartphones.

The idea is that the eye movement required to scan a line of text as we read slows us down. Their solution is an online system that will deliver entire novels via a small, 300 pixel wide space flashing each word for a fraction of a second.

Currently you can only see the system on the Spritz homepage. Below is a 250, 350 and 500 word per minute example:

Great technology for content consumption

250 words per minute:

 

 

 

 

 

According to their research every word has an ‘optimal recognition point’ – one letter that the eye focuses on as it scans through each word in a sentence.

Content marketing is king

350 words per minute

 

 

 

 

 

The Spritz system simply aligns that letter in the same place each time, enabling quicker recognition of the word.

you can now read 500 words per minute

500 words per minute

 

 

 

 

 

Spritz are working with Samsung smartphones, so keep tuned. I believe a standalone app which could be used on other devices is some time away.

I, for one, think it’s a ground-breaking idea, and can’t wait!