We live in an attention economy where time, focus and engagement are scarce. Audiences are more online than ever – and yet ads aren’t getting noticed. To explore this issue, Snapchat joined forces with global media agency WPP Media and attention-measurement leader Lumen, to produce ‘Attention Advantage’, India’s largest multi-platform attention study. The study reevaluates digital advertising with a new metric, a new model, and a new way of targeting Gen Z. Proof that genuine attention, defined as a person’s eyes truly focusing on an ad, is a powerful predictor of business growth and brand impact – and it comes at a critical time. Why? By 2035, India’s Gen Z, a cohort of 377 million, are projected to wield a collective spending power of $2 trillion – but their tolerance for lacklustre advertising is low. The ‘Attention Advantage’ study is designed to decode what truly works.

Key findings: 

• Attention Drives Business Results: A mere 5% increase in attention can lead to up to 2X gains in brand perception. ¹

• Attention is Superior to VTR: Attention is 8X better than View-Through Rate at predicting brand recall and 4X better at predicting brand favorability. ¹

• Not All Attention is Equal: Light attention (<1s) builds recall, but sustained attention (>3s) is required for deeper connections. However, gains diminish after 9 seconds, proving more isn’t always better. ¹

• Introducing New Measurement Standard: APM (Attention Per Mille): Captures how many seconds of attention an ad receives for every 1000 impressions and cost per APM: Measures the true cost-efficiency of gaining quality attention. ¹

These metrics provide a robust framework for attention-based media planning that can be applied across all channels and formats.

Read more: https://forbusiness.snapchat.com/blog/attention-adventage-blog-india