Snap Study Finds Attention-Based Metrics Outperform Traditional Ad Metrics in Driving Impact Among Gen Z.

A new study by Snapchat, WPP Media, and Lumen found that attention-based measures outperform traditional ad metrics in driving impact among Gen Z users in India. The study analyzed 3,200 users aged 18-35 and introduced two attention-focused metrics: attention per mille (APM) and attention cost per mille (aCPM). The study found that Snapchat's AR lenses generated up to 5,900 seconds of attention per 1,000 impressions, compared to 761 seconds for standard in-feed video ads. Gen Z users were found to pay up to 34% less attention to digital ads, making them more expensive to reach.

A recent study by Snapchat, WPP Media, and Lumen Research has revealed that attention-based metrics significantly outperform traditional advertising metrics in engaging Gen Z users in India. The study, titled "Attention Advantage," analyzed 3,200 users aged 18-35 and introduced two key attention-focused metrics: Attention Per Mille (APM) and Attention Cost Per Mille (aCPM) [1].

The research found that Snapchat's AR lenses generated up to 5,900 seconds of attention per 1,000 impressions, compared to 761 seconds for standard in-feed video ads [1]. This indicates that AR-based formats are highly effective in capturing and retaining attention among Gen Z users. Additionally, the study found that a mere 5% increase in attention can lead to up to twice the gains in brand perception [1].

The study also highlights that Gen Z users pay up to 34% less attention to digital ads, making them more expensive to reach compared to other generations [2]. This underscores the importance of using attention-based metrics to optimize ad campaigns and improve ROI.

The findings from the "Attention Advantage" study suggest that the media ecosystem must shift towards genuine human attention as the primary predictor of business outcomes. The study provides a practical playbook for brands to plan, measure, and turn attention into real business impact [1].

References:
[1] https://bestmediainfo.com/insights/just-5-more-attention-can-double-brand-impact-snapchat-wpp-study-9634753
[2] https://www.business-standard.com/industry/news/india-s-gen-z-pay-lower-attention-to-ads-on-digital-platforms-report-125080601999_1.html