A recent study by Snap Inc., conducted in collaboration with Lumen and WPP media, reveals that attention metrics greatly outperform traditional exposure metrics in gauging business impact, particularly amongst India’s Gen Z population. Amit Chaubey, Head of Marketing Science for APAC at Snap Inc., and Mike Follett, CEO of Lumen, engaged in a discussion on the findings, highlighting their implications for marketers looking to enhance ad efficacy in a rapidly growing digital advertising market valued at $5 billion.
The research explored several critical questions: Does attention lead to better outcomes? Can new attention-based metrics provide fresh insights for advertisers? And what actionable strategies can they derive from this data? The findings suggest that a modest increase in attention—by as little as five percentage points—can potentially double brand outcomes. This led to the introduction of new metrics like Attention Per Mille (APM) and Cost per Attention Per Mille, enabling advertisers to better assess the financial effectiveness of their strategies.
Chaubey emphasizes that not all attention is the same. For instance, brief engagements can suffice for reminding consumers of previous messages, while deeper interactions require longer durations, specifically between three to nine seconds, to foster brand loyalty. This insight allows marketers to tailor their advertising formats and platforms to optimize communication effectiveness. Follett added that immersive formats, such as full-screen videos and augmented reality (AR) lenses, capture significant user attention, marking them as highly effective.
The research also highlights specific sectors that are likely to benefit from these new metrics. Industries such as direct-to-consumer fashion and beauty are particularly suited for this analytical approach, especially since they heavily engage with the visually-oriented Gen Z demographic. Further studies are in progress with sectors like gaming and fintech, emphasizing the growing importance of captivating user attention.
Influencers are positioned as key players in this advertising landscape. According to Follett, influencers understand the necessity of being engaging to capture attention, given that audiences can easily overlook traditional advertisement formats. However, the report notes the inherent risks involved, as many influencer campaigns may not yield successful outcomes.
Snap’s unique advertising formats, especially its interactive lenses, contribute to its compatibility with attention-based metrics. Findings from a study involving 3,000 participants in India indicated that users often look away from conventional ads unless they are highly engaging or voluntary.
Lastly, the research identifies a distinct characteristic of India’s Gen Z: a pronounced ability to evade advertising. This trait presents both a challenge and an opportunity for platforms like Snapchat, which may be better equipped to provide immersive and engaging ad experiences that hold the audience’s attention.
Overall, the insights from this study underscore a shifting paradigm in digital advertising metrics. As marketers pivot towards measuring attention rather than mere exposure, there is a promising opportunity for enhanced engagement and brand success.
This article brings to light a valuable shift towards more effective advertising strategies, catering specifically to the unique preferences of Gen Z consumers. The focus on attention could pave the way for more meaningful interactions and successful marketing outcomes.