Snapchat, in collaboration with WPP Media and Lumen, launched the Attention Advantage study, focusing on digital ad attention within India's Gen Z demographic. This study marks India's biggest research into how real attention influences brand outcomes, moving away from traditional metrics like impressions. Gen Z, with a projected $2 trillion spending power by 2035, is selective in its engagements. Using advanced eye-tracking technology, the study found that increased attention significantly boosts brand perception and recall, introducing a new metric, Attention Per Mille (APM), which measures attention efficiency.
Snapchat's Attention Advantage study found that even a 5% increase in attention could lead to a doubling of brand perception, highlighting the importance of attention over traditional metrics.
The research demonstrates that attention is eight times more predictive of brand recall than view-through rates, showcasing a shift in how effectiveness should be measured in advertising.
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