Snapchat Shares Insights into the Key Drivers of Audience Attention | Social Media Today

Snapchat has published a new report which looks at how different content formats drive attention (or don’t), and how brands can tap into the best options to drive better outcomes with their efforts. In order to determine this, Snapchat partnered with WPP and Lumen to conduct a multi-input study among 3,000 Indian app users. As explained by Snap: “ 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. ” Lumen’s process measured participants’ visual attention to both content and advertising, with the study group then completing a follow-up survey pertaining to their experience. And there are some interesting findings. First off, the data shows most people only pay attention to a small section of an ad (the first 2 seconds), though Gen Z users pay a smaller amount of attention over a longer period of an ad. That could be indicative of our evolving brains, which are becoming more attuned to maintaining lower levels of focus on a broader number of inputs. But either way, for advertisers, the findings mean that you’ve got
Read More