In a world of doomscrolling and distractions, grabbing just a sliver of attention can mean everything. Now, a new study confirms just how powerful even a 5% lift in attention can be, delivering up to 2X improvement in brand perception.
The finding comes from ‘Attention Advantage’, India’s largest digital attention study conducted by Snapchat, WPP Media, and Lumen Research. Built on eye-tracking data from over 3,000 Indian respondents, the research dives deep into how real, measurable attention impacts brand outcomes, especially among Gen Z.
And the results are eye-opening: platforms that command higher voluntary attention significantly outperform on brand recall, perception, and favourability. Among them, Snapchat emerged as a clear leader, generating 2X more attention than traditional platforms and delivering up to 3X higher engagement through formats like AR Lenses.
But it’s not just about the seconds, it’s about the quality of those seconds. The study highlights that attention between 3-9 seconds leads to stronger brand associations, and beyond that, attention starts to plateau. What matters more is that the attention is active and voluntary, not forced.
This challenges the dominance of legacy metrics like VTR (View Through Rate) and impressions. Instead, the study suggests shifting towards new-age metrics such as APM (Attention per Mille) and Cost per APM to measure actual value delivered by ads.
Importantly, the study also unpacks Gen Z’s unique digital behaviour. With 377 million users in India and a projected $2 trillion spending power by 2035, this cohort demands immersive, non-intrusive, purpose-led content, and gives their attention only when it’s earned.
In this context, Snapchat’s camera-first design and AR capabilities seem tailor-made for Gen Z. In fact, users engage with AR Lenses over 80 billion times monthly, making it a high-impact space for brand storytelling.
“Our technology makes the invisible, visible. The fact that a mere 5% lift in attention can double brand perception shows that the current media planning model needs to evolve, and fast,” Mike Follett, CEO, Lumen Research
“This research doesn’t just show that attention matters, it gives brands a practical playbook to plan for it, measure it, and turn it into real business impact,” Amit Chaubey, Head of Marketing Science, Snap APAC
“We’ve long needed an India-specific framework to understand how attention drives outcomes. With this, we’re finally bridging that gap,” Mansi Datta, Chief Client Officer and Head-North and East, Wavemaker India
