Snapchat, WPP Media and Lumen unveil ‘Attention Advantage’ Research
India’s largest multi-platform attention research proves that true attention is one of the strongest drivers of business outcomes and Gen Z engagement.
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.
How do we calculate attention? Attention per mille (APM) is a composite metric that helps us understand the power of advertising and it can be used as a single metric to assess inventory quality across media platforms.
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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 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. Snapchat uniquely combines video and AR, making it the ideal first choice for brands looking to maximize impact.
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.
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.
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 an Attention Playbook and this framework gives our teams a clear guide to optimize investment and deliver superior results in the attention economy.
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 change. 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 attention.²
While Gen Z pays up to 34% less attention to ads on conventional social platforms, 1 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. 1
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. 1
The Mix Matters: Adding Snapchat to a media mix can boost attention among Gen Z audiences by up to 22%. 1
With input from over 3,000 Indian respondents, Lumen’s proprietary technology measured visual attention across major digital platforms. In a controlled ‘sandbox,’ WPP brands across categories - - FMCG, Auto, Quick Service Restaurant and Fashion - ran ads from a single campaign, delivering striking insights.
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. 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.
