Snapchat, WPP Media, and Lumen Research have released a groundbreaking study titled “Attention Advantage”, positioning real human attention as the most valuable metric in digital advertising, especially when targeting India’s Gen Z audience. The study is being hailed as India’s largest multi-platform attention research, with key implications for advertisers and marketers in the country.
Attention Advantage
This landmark research dives into how genuine attention influences brand outcomes, challenging outdated metrics like view-through rates. Conducted with over 3,000 Indian participants, the study leverages Lumen’s eye-tracking technology to measure visual attention across multiple platforms and sectors, including:
- FMCG (Fast-Moving Consumer Goods)
- Automotive
- Fashion
- QSR (Quick Service Restaurants)
By running a uniform ad campaign across these industries, the study assessed how platform types and ad formats affect ad recall, brand favorability, and audience engagement.
The research shows that Snapchat leads the pack in capturing and holding the attention of Gen Z users in India. According to Lumen’s data:
- Snapchat ads command nearly 2x more visual attention than conventional platforms.
- AR Lenses on Snapchat are especially powerful, generating:
- 2x the voluntary attention
- 3x greater efficiency compared to standard ad formats
Mike Follett, CEO of Lumen Research, called the findings “definitive, large-scale proof” of attention’s role in digital marketing success. He said, “Platforms like Snapchat, with their immersive experiences, significantly outperform traditional media in capturing real human attention.”
With India’s Gen Z population (approximately 377 million) poised to wield $2 trillion in spending power by 2035, marketers are increasingly looking to fine-tune their strategies. This research provides a data-backed blueprint for achieving higher engagement, better ad effectiveness, and greater ROI in a competitive digital landscape.
The Attention Advantage study makes it clear: in the modern advertising world, attention—not impressions—is the true measure of impact. With platforms like Snapchat setting new benchmarks in ad engagement through immersive formats like AR, brands must rethink how they measure success in the Gen Z digital advertising ecosystem.
