DENSTU’S ARABIC ATTENTION STUDY HIGHLIGHTS SNAPCHAT’S UNIQUE ROLE IN CAPTURING CONSUMER ATTENTION
Dentsu MENA has today released new insights from its "Unlocking the Currency of Attention KSA" study, showcasing Snapchat's powerful role in capturing and retaining audience attention in the MENA region.
Dentsu MENA has today released new insights from its "Unlocking the Currency of Attention KSA" study, showcasing Snapchat's powerful role in capturing and retaining audience attention in the MENA region. Conducted in partnership with Lumen Research, the study highlights the advantages of Snapchat’s immersive full-screen ad format, emphasizing how
brands can leverage its unique engagement features to forge authentic, impactful connections with consumers in Saudi Arabia.
Snapchat is exceptionally popular in Saudi Arabia, where it reaches over 90% of users aged 13-34, and boasts an addressable monthly reach exceeding 25 million users. On average, Saudi users open the app more than 50 times a day, underscoring its integral role in daily life.
This study involved 750 respondents aged 18 and over in KSA, conducted within a controlled simulation environment utilizing eye-tracking technology. Participants were exposed to various advertising formats across social and video platforms, followed by a detailed survey to evaluate brand recall and choice. The integration of eye-tracking software enabled researchers to capture real-time attention data, linking it directly to the ad elements displayed on screen. This innovative approach ensures that the findings are grounded in actual consumer behavior, providing a robust framework for understanding attention in advertising.
Key Findings of Snapchat’s Attention Performance in dentsu’s Study:
Superior Attention Retention: Snapchat performed exceptionally in holding attention for extended periods making it an ideal platform for brands to tell longer, impactful stories.
Early Branding Boosts Recall: Snapchat ads that incorporated brand elements early demonstrated significantly higher recall rates, showing that Snapchat’s immersive, uninterrupted ad environment effectively supports brand recognition.
Strong Brand Choice Uplift: Ads on Snapchat led to a notable lift in brand choice thanks to the platform’s impactful full-screen format.
Interstitial Video Ad Effectiveness: Snapchat’s ads being skippable only after 6 seconds contributed to enhanced attention metrics, suggesting advertisers can confidently use Snapchat for attention-driven campaigns that lead to meaningful brand interactions
Spotlight on Brand Success: Kraft Heinz and General Motors
The study offered compelling insights into how specific brands leveraged Snapchat’s unique ad environment to deliver impactful results:
Kraft Heinz (Heinz): Heinz emerged as a leader in driving attention and engagement. Its ad on Snapchat achieved the highest average viewed time (17.9 seconds) and delivered the strongest brand choice uplift. These results underline the power of combining strong creative with a platform designed to sustain attention.
General Motors (Chevrolet): Chevrolet’s ad demonstrated the importance of strategic creative planning. By integrating early branding, it achieved higher recall and attention metrics, converting an average of 10.7 seconds of view time despite being a longer ad. These findings highlight Snapchat’s ability to efficiently engage audiences even with extended storytelling formats.
These brand-specific results reinforce Snapchat’s capacity to deliver measurable outcomes for advertisers by combining its immersive ad format with audience-centric creative strategies.
