Snap Inc., in partnership with Omnicom Media Group (OMG) and attention technology partner, Lumen, has released a new study emphasizing the transformative impact of augmented reality (AR) in capturing audience attention and delivering measurable brand outcomes. The study, conducted with four leading advertisers in Saudi Arabia, reveals that Snapchat AR ad formats outperform traditional social ad placements with 8x higher Attention Per Mille (APM). This establishes AR is a critical component for advertisers seeking to maximize campaign outcomes.
In today’s cluttered digital landscape, attention has become the true currency of advertising effectiveness. Attention is directly linked to higher engagement, brand awareness, and increased sales. Measuring attention means advertisers can better understand what drives consumer interest and, consequently, determine what ad elements truly work. Campaigns that incorporated Snapchat AR Lenses saw a 53% lift in short-term purchase intent and a 31% increase in brand mental availability after just one exposure. With users spending more than five times longer interacting with AR than with mobile in-feed ads, its role as a high-impact format is undeniable.
Attention Per Mille (APM) emerged as a key indicator of Snapchat’s performance. Snapchat’s AR Lenses outperformed all benchmarks, including an average APM 8x higher than social benchmarks. The top campaign achieved a remarkable 21x higher APM. In the MENA region, incorporating AR into video campaigns on Snapchat has been shown to deliver up to +19.6% incremental reach, alongside an additional +14% earned reach through organic sharing.
These findings emphasize the need to adopt hybrid media strategies that integrate high-reach formats like Snap Ads and Story Ads with attention-driving placements such as Commercials and AR Lenses. By doing so, brands can enhance their campaign performance at every stage of the brand funnel.
Snapchat remains committed to helping advertisers navigate the evolving digital landscape while optimizing their investments. By leveraging the platform’s camera-led, attention-driving solutions, brands can create authentic, impactful connections with consumers and confidently drive business success.
For more information and to download the white paper, visit here.
