Mumbai: Snapchat, WPP Media, and Lumen have come together to launch ‘Attention Advantage,’ a groundbreaking research study that redefines how advertisers approach digital campaigns for India’s Gen Z. Conducted with over 3,000 Indian respondents and leveraging Lumen’s proprietary eye-tracking technology, the research marks India’s largest cross-platform attention study to date — uncovering how real human attention directly correlates with better brand outcomes.
As Gen Z — a cohort of 377 million Indians with a projected spending power of $2 trillion by 2035 — continues to evolve its media consumption habits, the study presents a new, evidence-backed model for brands looking to authentically connect and drive measurable results.
The study measured real-time visual attention across digital platforms using ads from WPP Media’s clients across FMCG, auto, QSR, and fashion sectors, all within a controlled testing environment. The insights present a powerful new blueprint for planning, measuring, and optimising digital media strategies.
Key Findings: The Attention Reality
- 5% increase in attention can deliver up to 2X gains in brand perception.
- Attention is 8X more predictive of brand recall and 4X better for brand favorability compared to View-Through Rate (VTR).
- Sustained attention over 3 seconds builds deeper brand connections, with optimal attention plateauing at 9 seconds.
- New Metric Introduced: APM (Attention per Mille) captures seconds of attention per 1,000 impressions, offering a new lens on true cost-efficiency.
Mike Follett, CEO, Lumen Research, said, “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 change 2 . 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 platforms 2 . 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 attention 2 .”
Amin Lakhani, President, Client Solutions, WPP Media South Asia, added, “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 is to turn these insights into growth for our clients and more engaging, relevant ad experiences for consumers. We now have a Attention Playbook and this framework gives our teams a clear guide to optimize investment and deliver superior results in the attention economy.”
Amit Chaubey, Head of Marketing Science, Snap Inc. APAC, said, “In today’s digital landscape, attention is no longer a nice-to-have, it’s one of the most critical measures of advertising effectiveness. Yet, it’s often been overlooked. With Attention Advantage, we set out to change that conversation. This research doesn’t only just show that attention matters, it gives brands a practical playbook to plan for it, measure it, and turn it into real business impact. What makes this especially exciting is the partnership behind it. Working with WPP and Lumen, we’ve brought together deep expertise in media, measurement, and audience behavior to create India’s most comprehensive multi-platform attention study. Together, we’re offering the industry clear proof points and actionable insights, a way forward for brands to authentically connect with the largest Gen Z community on the planet, in a way that’s meaningful, measurable, and built for the future.”
The Snapchat Advantage
Snapchat continues to be a high-attention platform for Gen Z users:
- Captures 2X more attention than conventional platforms.
- AR Lenses are over 2X more effective and 3X more efficient at delivering voluntary, active attention.
- Adding Snapchat to a brand’s media mix can increase attention among Gen Z by up to 22%.
The Attention Playbook: Brand Tips for the Attention Economy
Tip 1: The Platform Matters
Brands must meet Gen Z where they’re most engaged. Snapchat’s 80+ billion AR Lens uses per month make it a top choice.
Tip 2: The Format Matters More
Non-skippable video combined with AR delivers the highest value — AR offers a unique opportunity for participation, not just passive viewing.
Tip 3: The Creative Seals the Deal
Creative that features UGC styles, native music, and prominent branding drives the strongest attention and engagement.
With the Attention Advantage report, Snapchat, WPP Media, and Lumen are pushing the boundaries of traditional digital advertising — offering brands a new way to unlock growth by focusing not just on impressions, but on meaningful moments of attention that move the needle.
