Archive · 7 Aug 2025
Attention Wins: New Study Shows Importance of Engagement for Gen Z
A new study says that in digital ads, it's more important how long people pay attention than just how many times the ad is shown.
This is especially true for young people in India.
The study showed that if an ad holds your attention for at least 3 seconds, it's good for the brand.
Ads on platforms like Snapchat, with fun interactive features, grab a lot more attention than regular ads.
Brands can use a new measure called APM to help create ads that grab people's attention.
Attention is a key driver of brand outcomes, surpassing traditional metrics like VTR.
A study found that attention is 8 times more effective than VTR in predicting brand recall.
Watching an ad for at least 3 seconds increases the emotional connection to a brand.
Snapchat's AR Lenses delivered twice the attention compared to traditional digital channels.
The study introduced 'Attention Per Mille' (APM) to measure ad efficiency.
- Who
- Researchers, WPP Media, and Snapchat.
- What
- A study highlights attention as a key metric for digital advertising effectiveness among Gen Z in India.
- When
- The study was conducted recently.
- Where
- India
- Why
- To determine more effective digital advertising metrics and improve brand outcomes.
Traditional Ad Metrics
Attention-Based Ad Metrics
Key Performance Indicator
Traditional Ad Metrics
VTR and impressions are key to advertising success
Attention-Based Ad Metrics
Attention is more important for brand impact.
- Focus
- Digital advertising effectiveness
- Key Metric
- Attention over View-Through Rate (VTR)
- Primary Audience
- Gen Z in India
- Effective Format
- Snapchat AR Lenses
- New Metric
- Attention Per Mille (APM)
- Attention Impact
- 8x better than VTR at predicting brand recall
