MUMBAI, Aug 2025.
Snapchat, the go-to platform for India’s Gen Z community joined
forces with global media agency WPP Media and attention-measurement leader
Lumen to release ‘Attention Advantage,’
India’s largest multi-platform attention study.
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. This landmark
research proves that genuine attention, defined as a person’s eyes truly on an
ad, is a powerful predictor of business growth and brand impact.
This research comes at a critical time. India's Gen Z, a cohort
of 377 million, wields a collective spending power projected to hit $2 trillion
by 20351. Yet, this generation has a notoriously low tolerance for
advertising that doesn't capture their interest and attention. The ‘Attention
Advantage’ study is designed to decode what truly works.
With
input from over 3,000 Indian respondents, Lumen’s proprietary technology
measured visual attention across major digital platforms. In a controlled
‘sandbox,’ WPP Media brands across categories - FMCG, Auto, Quick Service
Restaurant and Fashion - ran ads from a single campaign, delivering striking
insights.
Key Findings: The Attention Reality
The research establishes a clear and
powerful link between attention and brand outcomes.:
●
Attention
Drives Business Results: A
mere 5% increase in attention can lead to up to 2X gains in brand perception.2
●
Attention
is Superior to VTR:
Attention is 8X better than View-Through Rate at predicting brand recall and 4X
better at predicting brand favorability.2
●
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.2
● 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.2
These metrics provide a robust framework for attention-based
media planning that can be applied across all channels and formats.
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 deliversuperior 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 Tip💡1: 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 Tip💡2: 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 Tip💡3: 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.