August 28, 2025
Snap Inc. launches 'Attention Advantage' research, a first-of-its-kind in India, in partnership with media WPP Media and Lumen Research, establishes a clear link between attention and brand outcomes. Here's what our research uncovered:
- Attention drives results: A small 5% increase in attention can lead to up to 2x gains in brand perception.
- It's better than VTR: Attention is 8x better than View-Through Rate (VTR) at predicting brand recall and 4x better at predicting brand favorability.
- Not all attention is equal: Light attention (<1s) builds recall, but sustained attention (>3s) is needed for deeper connections. However, gains diminish after 9 seconds—proving more isn't always better.
- A new standard for measurement: We're introducing APM (Attention Per Mille), which captures the total seconds of attention an ad receives per 1,000 impressions. Paired with Cost per APM, this provides a robust framework for true cost-efficiency.
Discover the full playbook and start building your future-proof media strategy. https://forbusiness.snapchat.com/blog/attention-adventage-blog-india
download the report :https://forbusiness.snapchat.com/blog/attention-adventage-blog-india
