Snapchat has released new research showing that most users only pay attention to a small part of an ad, with the first two seconds being the most critical for capturing interest.
The study, conducted in partnership with WPP Media and Lumen Research, surveyed 3,000 Snapchat users in India. Findings show that while Gen Z tends to watch for longer, advertisers have only a brief window to make an impact.
Understanding the attention gap
The research, titled Attention Advantage, highlights how genuine attention drives brand outcomes more effectively than traditional view metrics. According to the report, attention is eight times more accurate than view-through rates at predicting brand recall and four times better at forecasting brand favourability.
Snapchat found that just a 5% increase in attention can double improvements in brand perception. To better measure campaign efficiency, the report introduces a new metric called Attention Per Mille (APM), which tracks how much attention is generated per 1,000 impressions.
Formats that boost engagement
Full-screen video and augmented reality (AR) formats were shown to significantly increase attention from Gen Z audiences, with AR proving especially effective. These immersive experiences outperformed other formats in capturing and holding attention.
Strategic recommendations for brands
The report offers three key recommendations for advertisers:
- Choose the right platform – Focus on where Gen Z is most active and engaged, such as Snapchat.
- Leverage effective formats – Use a combination of non-skippable video and AR to maximise attention.
- Optimise creative execution – Incorporate authentic, user-generated content, clear branding, and platform-specific music.
Why it matters
As India’s Gen Z audience grows and media consumption becomes more fragmented, attention is emerging as a more meaningful success metric than impressions or clicks. Snapchat positions its findings as a guide for brands to refine their digital ad strategies and maximise returns in the attention economy.
