Snapchat, WPP Media and Lumen Unveil ‘Attention Advantage’ research, Redefining the …

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
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