Snapchat, WPP Media and Lumen unveil ‘Attention Advantage’ research

Snapchat has joined forces with global media agency WPP Media and Lumen to release ‘Attention Advantage,’ a 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.
• Attention is Superior to VTR: Attention is 8X better than View-Through Rate 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 required for deeper connections. However, gains diminish after 9 seconds, proving more isn’t always better.
• 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.

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 deliver superior 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 Media 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.”

While Gen Z pays up to 34% less attention to ads on conventional social platforms, they are highly engaged on Snapchat.