Overview
- Amit Chaubey unveiled on August 8 that Attention Per Mille (APM) measures average seconds of user focus per 1,000 impressions and Cost Per APM calculates the spend needed for each 100 seconds of attention
- The Attention Advantage study shows real attention outperforms view-through rates by eight times in predicting brand recall and by four times in forecasting brand favourability among India’s Gen Z
- A modest 5 percent increase in attention can deliver up to twice the gains in brand perception, highlighting the impact of small engagement lifts
- Snapchat’s AR Lenses paired with non-skippable video capture more than twice the voluntary attention of other formats and can boost Gen Z engagement by up to 22 percent in a media mix
- Brands are advised to blend immersive AR effects with authentic, UGC-style creatives to make ads feel native and capitalise on the emerging attention economy