Latest news with #AttentionAdvantage
Hans India
2 days ago
- Business
- Hans India
Snapchat, WPP Media and Lumen Unveil ‘Attention Advantage' research, Redefining the Future of Digital Ads in India
Mike Follett, CEO, Lumen Research, 'Our technology makes the invisible, visible. This study provides definitive, large-scale proof of what we've championed globally, genuine human attention is the single most powerful predictor of business outcomes. The finding that attention is 8X more effective than View-Through Rate at predicting brand recall isn't just a statistic, it validates that the entire media ecosystem must change2. To lead that change, our research identifies the winning formulas on platforms like Snapchat, where the immersive nature of the experience drives attention levels that are twice as high as on traditional platforms2. The pinnacle of this is Augmented Reality, where formats like Lenses create such a compelling, voluntary experience that they are over twice as effective at capturing meaningful attention2.' Amin Lakhani, President, Client Solutions, WPP Media South Asia, "Our clients demand accountability and a clear return on their investments. The 'Attention Advantage' provides exactly that. By moving beyond legacy metrics and focusing on genuine attention, we can now build more effective and efficient media plans based on what we know engages and delivers value to consumers as well as advertisers. We are proud to have partnered with Lumen and Snapchat on this research, and our role is to turn these insights into growth for our clients and more engaging, relevant ad experiences for consumers. We now have a Attention Playbook and this framework gives our teams a clear guide to optimize investment and deliver superior results in the attention economy.'Amit Chaubey, Head of Marketing Science, Snap Inc. APAC, 'In today's digital landscape, attention is no longer a nice-to-have, it's one of the most critical measures of advertising effectiveness. Yet, it's often been overlooked. With Attention Advantage, we set out to change that conversation. This research doesn't only just show that attention matters, it gives brands a practical playbook to plan for it, measure it, and turn it into real business impact. What makes this especially exciting is the partnership behind it. Working with WPP and Lumen, we've brought together deep expertise in media, measurement, and audience behavior to create India's most comprehensive multi-platform attention study. Together, we're offering the industry clear proof points and actionable insights, a way forward for brands to authentically connect with the largest Gen Z community on the planet, in a way that's meaningful, measurable, and built for the future.' The Snapchat Advantage: The Home of Gen Z Attention While Gen Z pays up to 34% less attention to ads on conventional social platforms2, they are highly engaged on Snapchat. The platform is purpose-built for focused, active attention ● Snapchat Captures 2X More Attention than other conventional digital platforms.2 ● AR Lenses are the #1 Driver of Attention: Despite being skippable, Lenses are >2X more effective and 3X more efficient in capturing voluntary, active attention than any other format.2 ● The Mix Matters: Adding Snapchat to a media mix can boost attention among Gen Z audiences by up to 22%.2 The Attention Playbook: A New Way Forward for Brands The research outlines three clear principles for winning in the attention economy. Brand Tip1: The Platform Matters. Not all platforms are created equal. To earn Gen Z's attention, brands must show up where they are most engaged. Snapchatters use Lenses over 80 billion times each month3 to express themselves, making AR one of the most powerful ways to engage authentically. Brand Tip2: The Format Matters More. The winning formula is a combination of Non-Skippable Video + Augmented Reality. While video secures baseline attention, AR Lenses drive the highest voluntary engagement, creating moments that are far more valuable because consumers choose to participate. Snapchat uniquely combines video and AR, making it the ideal first choice for brands looking to maximize impact. Brand Tip3: The Creative Seals the Deal. The right creative transforms good performance into great performance. Attention skyrockets with authentic, user-generated content (UGC) styles, prominent branding, and engaging music elements that feel native to the platform and resonate with Gen Z's values.
Time of India
2 days ago
- Business
- Time of India
Attention-based measures outperform traditional ad metrics in driving impact among Gen Z: Snap Study
Academy Empower your mind, elevate your skills As Indian advertisers face growing pressure to demonstrate returns on digital ad spends, traditional metrics such as impressions and view-through rates (VTR) may no longer be sufficient, especially when targeting younger, mobile-first audiences, according to a new report, ' Attention Advantage ', jointly conducted by ephemeral messaging app Snapchat, media agency WPP Media, and attention analytics firm Lumen, found that attention is eight times more effective than VTR at predicting brand recall and four times better at predicting brand measures the percentage of users who watched a video ad to completion after it began study used webcam-enabled eye-tracking technology to analyse how 3,200 users in India aged between 18 and 35 engaged with ads across platforms, including Snapchat, YouTube, and other social and video-sharing also introduced two attention-focused metrics: attention per mille (APM), which measures total attentive seconds per 1,000 impressions, and attention cost per mille (aCPM), measuring the cost of buying 1,000 seconds of attention.'The assumption that just because people have the opportunity to see an ad means they'll actually look at it doesn't hold true. People are very good at ignoring advertising across all media,' said Mike Follett, CEO of Lumen Research. 'Advertisers sometimes think that just because they've bought an impression, they've made an impression. This study shows there's a gap between the two—and it's a gap you can quantify.'The study found that formats such as Snapchat's augmented reality (AR) lenses generated up to 5,900 seconds of attention per 1,000 impressions, compared to 761 seconds for standard in-feed video ads. Non-skippable video also performed better than skippable formats, though at higher report also noted that Snapchat captured twice as much attention as other conventional digital Snapchat, which is looking to expand its share of ad spends in a competitive market alongside platforms such as Instagram and YouTube, the study offers a way to guide advertisers on improving campaign execution.'From Snap's perspective, we look to help advertisers improve execution on the platform to earn more attention,' said Amit Chaubey, head of marketing science, Snap Inc. Asia Pacific. 'That's the playbook we're taking to advertisers, on format mixes like immersive video and AR, and on creative elements that drive better outcomes. We want them to see measurable improvements in their business performance.'Snap currently reports over 250 million monthly users, of which 70% are Gen study also highlighted a significant attention gap between Gen Z and millennials. Gen Z users were found to pay up to 34% less attention to digital ads, making them more expensive to reach. The study quantified this as an 'attention tax' of 16% higher ad spend to achieve the same level of engagement as with older to Amin Lakhani, president, client solutions at WPP Media South Asia, while some clients are already beginning to ask about attention-led planning, broader industry adoption in India is still in the early stages.'Not all clients are agnostic about the attention planning principle, many have been asking us about it for quite some time,' said Lakhani. 'But the level of attention and involvement we need from clients is still a significant way to go.'
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Business Standard
3 days ago
- Business
- Business Standard
Gen Z in India less attentive to digital ads than millennials: Report
India's Gen Z population, estimated at 377 million and projected to have $2 trillion in spending power by 2035, shows lower interest and attention for advertising on traditional digital platforms compared to millennials, according to a report titled Attention Advantage. Gen Z — typically referring to those born between 1996 and 2010 — pays about 34 per cent less attention to advertisements on social media platforms compared to millennials. Similarly, Gen Z pays about 10 per cent less attention to digital video advertisements, the joint report by Snapchat, WPP Media, and audience attention-measurement firm Lumen Research found. The study surveyed 3,000 Indian respondents. 'People generally are very good at paying a limited amount of attention to advertising,' said Amit Chaubey, head of marketing science, Asia-Pacific, Snap Inc., in an interview with Business Standard. 'This becomes even starker with Gen Z. Today, Gen Z are better at avoiding advertising than any other generation.' In 2024, users in India spent an average of five hours a day on mobile screens, with nearly 70 per cent of that time devoted to social media, gaming, and video consumption, according to the FICCI–EY report released earlier this year. With India's digital reach growing rapidly, brands and advertisers face mounting pressure to capture and retain user attention in a fragmented digital space. With Gen Z making up 70 per cent of Snapchat's audience, Chaubey said the report indicated that immersive full-screen mobile video and augmented reality (AR) formats significantly increased attention from this cohort. The report also found that a 5 per cent increase in audience attention can lead to up to twice the gains in brand perception. Mike Follett, chief executive officer, Lumen Research, said immersive experiences tend to resonate more with Gen Z as they feel more relatable and authentic. 'Our research identifies the winning formulas on platforms like Snapchat, where the immersive nature of the experience drives attention levels that are twice as high as on traditional platforms. The pinnacle of this is AR, where formats like Lenses create such a compelling, voluntary experience that they are over twice as effective at capturing meaningful attention,' Follett said. Amin Lakhani, president, client solutions, WPP Media South Asia, noted that clients increasingly demand accountability and clear returns on their digital advertising investments amid multiple content formats vying for consumer attention. 'But there is an increasing gap we are seeing. As consumers are exposed to huge volumes of content, it causes significant clutter. Through this report, we are trying to leverage technology, research, and planning sciences to find that sweet spot, enabling us to engage with consumers far more effectively,' he said.
Indian Express
3 days ago
- Business
- Indian Express
Snapchat captures 2X more attention from Gen Z users in India with AR ads, report finds
Ads on Snapchat capture two times more attention from Gen Z users in India than conventional social media platforms, which receive 34 per cent less attention from users in the same category. The key driver of Gen Z user attention on Snapchat is its AR Lenses feature, which is essentially a camera effect that adds AI-generated, augmented reality (AR) elements to photos in real-time. 'Despite being skippable, Lenses are >2X more effective and 3X more efficient in capturing voluntary, active attention than any other format,' parent company Snap said in a press release on Thursday, August 7. Adding Snapchat to a media mix can boost attention among Gen Z audiences by up to 22 per cent, it further said. The company also shared findings from a report about multi-platform attention in India that has been jointly released with adtech company Lumen and global media agency WPP Media. Defining attention as the time during which a person's eyes are truly on an ad, the report titled ''Attention Advantage' found that attention and brand outcomes are clearly linked. 'The findings introduce a re-evaluation of digital advertising with a new metric, a new model, and a new way forward for targeting Gen Z,' Snap said. Despite having a notoriously low tolerance for advertising that doesn't capture their interest and attention, Gen Z users in India cannot be ignored as they are estimated to have a collective spending power that is projected to hit $2 trillion by 2035. 'In today's digital landscape, attention is no longer a nice-to-have, it's one of the most critical measures of advertising effectiveness. Yet, it's often been overlooked. With Attention Advantage, we set out to change that conversation. This research doesn't only just show that attention matters, it gives brands a practical playbook to plan for it, measure it, and turn it into real business impact,' Amit Chaubey, Head of Marketing Science, Snap Inc. APAC, said in a statement. The report was drafted with inputs from over 3,000 Indian Gen Z users whose visual attention to ads was measured using Lumen's proprietary technology. The ads were shown across major digital platforms, with FMCG, auto, quick service, restaurant, and fashion brands running ads from a single campaign in a 'controlled sandbox'. The report found that a mere 5 per increase in attention can lead to up to two times more gains in terms of brand perception. It also said that attention is eight times better than View-Through Rate (VTR) at estimating brand recall and four times better at predicting brand favourability. VTR is a digital advertising metric used to convey the percentage of users who watch a video ad to completion after being shown the ad. All types of attention are not equal in delivering brand outcomes, as per the report. 'Light attention (less than one second) builds brand recall, but sustained attention (more than three seconds ) is required for deeper connections. However, gains diminish after nine seconds, proving more isn't always better,' it read. The report also introduced a new digital advertising metric called Attention Per Mille (APM) that captures how many seconds of attention an ad receives for every 1000 impressions. The cost per APM measures the true cost-efficiency of gaining quality attention. Snap outlined the following three strategies for brands looking to attract more attention from Gen Z users in India: – Focus efforts on platforms where your audience is most active and engaged as not all channels yield equal returns. – Combine Non-Skippable Videos with Augmented Reality to maximise both attention and interaction – Design creatives in authentic, user-generated content (UGC) styles to boost reliability and trust among Gen Z users.
