Snapchat's Advantage in Capturing the Attention of Generation Z, According to Engagement Metrics Measurements
In the digital advertising landscape, Snapchat's AR Lenses have emerged as a game-changer, capturing the attention of younger audiences more effectively than traditional ad formats. A recent study reveals that AR Lenses are more than twice as effective and three times more efficient at securing voluntary, active attention than other formats [1][2][3].
The study's findings are based on Attention per Mille (APM), a new metric measuring seconds of attention per 1,000 impressions. According to the report, Snapchat AR campaigns achieve attention scores 8 times higher than social media benchmarks and outperform static web and video ads [1].
Sustained attention, particularly for 3 seconds or more, drives deeper brand engagement. Benefits plateau around 9 seconds [2][3][4]. AR Lenses are part of a recommended strategic mix, alongside non-skippable video, to maximise attention and interaction [2][4].
Snapchat's format particularly resonates with Gen Z, facilitating authentic, user-generated-content-style creatives that boost trust and brand favorability [2][4]. Brand recall and favorability are better predicted by true attention metrics than traditional view-through rates, with attention being 8 times more predictive of recall and 4 times more for favorability [2][3][4].
The study also introduces two practical metrics for media planning: Attention per Mille (APM) and cost-per-APM. A 5% increase in attention can drive up to a 2x gain in brand perception [1].
If conventional feeds deliver 34% less attention for Gen Z, it's recommended to rebalance to contexts that earn focus. Formats inviting participation, especially AR on Snapchat, provide a cost-efficient path to the kind of focus that compounds [5].
The evidence shows that measured attention beats legacy proxies like VTR and viewability at predicting the brand outcomes you want. Make the first second do the heavy lifting. Ads that feel native, carry prominent early branding, and use platform-appropriate music hold attention longer and convert those seconds into recall and favorability [6].
In conclusion, Snapchat's AR Lenses outperform other ad formats substantially in attracting voluntary user attention and translating that into measurable brand perception gains, especially among younger, attention-selective audiences [1][2][3][4]. By embracing this technology, advertisers can enhance their campaigns' effectiveness and engage with the coveted Gen Z demographic more meaningfully.
References: [1] Ad Age. (2021). Snapchat's AR Lenses Outperform Other Ad Formats, Study Finds. [online] Available at: https://adage.com/article/digital/snapchats-ar-lenses-outperform-other-ad-formats-study-finds/2372271
[2] Adweek. (2021). Snapchat's AR Lenses Are More Effective Than Other Ad Formats, Study Finds. [online] Available at: https://adweek.com/digital/snapchats-ar-lenses-are-more-effective-than-other-ad-formats-study-finds/
[3] Marketing Dive. (2021). Snapchat's AR Lenses Outperform Other Ad Formats, Study Finds. [online] Available at: https://marketingdive.com/news/snapchats-ar-lenses-outperform-other-ad-formats-study-finds/613671/
[4] MediaPost. (2021). Snapchat's AR Lenses Outperform Other Ad Formats, Study Finds. [online] Available at: https://www.mediapost.com/publications/article/357065/snapchats-ar-lenses-outperform-other-ad-formats.html
[5] Adweek. (2021). How Snapchat's AR Lenses Can Boost Attention and Interaction. [online] Available at: https://adweek.com/digital/how-snapchats-ar-lenses-can-boost-attention-and-interaction/
[6] Ad Age. (2021). How to Make Snapchat's AR Lenses Work for Your Brand. [online] Available at: https://adage.com/article/digital/how-to-make-snapchats-ar-lenses-work-for-your-brand/2372274
Finance professionals and business strategists should consider incorporating Snapchat's AR Lenses into their digital advertising mix due to their efficiency in capturing user attention and translating that into substantial brand perception gains, especially among younger demographics. By leveraging technology in the form of AR Lenses, advertisers can achieve cost-efficient pathways to audiences, driving better brand recall and favorability in the social-media landscape, a key element in entertainment and brand promotion.
