Snap Inc. and Publicis Media Middle East released a joint whitepaper on Monday examining Snapchat’s advertising performance across major brands in the Middle East and North Africa region.
The report, titled “Uncovering Snapchat’s Business Impact: Driving Conversions and Efficiency Across the Digital Ecosystem,” was prepared by Performics, the performance marketing arm of Publicis Media ME.
The study used Multi-Touch Digital Attribution and regression modeling to evaluate Snapchat’s performance across campaigns for VOX Cinemas in the UAE and Saudi Arabia, Royal Commission for AlUla and McDonald’s Jeddah.
The companies said the research addressed growing industry concerns over fragmented user attention and increased pressure on marketing budgets by identifying which social platforms generated measurable business outcomes.
Snapchat Delivered Higher Conversion Efficiency Across Campaigns
According to the study, Snapchat accounted for 29% of total social conversions across analyzed campaigns, making it the second-largest contributor among social media channels reviewed.
The platform generated 29% of conversions while accounting for 27% of total social advertising budgets, resulting in a median cost per action 14% lower than other social platforms, the report said.
Response curve analysis showed that increasing Snapchat investment by 50% could produce a median 22% increase in overall business impact, positioning the platform as a candidate for additional advertising budget allocation.
The study also found Snapchat delivered results across multiple stages of the marketing funnel.
Awareness-focused campaigns for McDonald’s Jeddah achieved cost per action levels 18% more efficient than benchmarks, while conversion campaigns for VOX Cinemas UAE generated transactions at a cost per action 60% below the social benchmark.
Companies Cite Attribution, Engagement Benefits In Campaigns
“This research underscores Snapchat’s unique ability to transform immersive storytelling into measurable business results,” Rasha ElGhoussaini, head of agency at Snap Inc. MENA, said in a statement.
ElGhoussaini said formats including augmented reality and Sponsored Snaps helped brands generate cost-effective conversions among highly engaged Gulf audiences.
Elie Milan, chief performance officer at Publicis Media ME, said the study reflected expanding cooperation between Publicis Media and Snap.
“In an increasingly fragmented ecosystem, providing clear attribution and actionable investment guidance is one of the most critical ways we drive value for our clients,” Milan said.
Study Recommends Multi-Format Snapchat Advertising Strategy
The whitepaper recommended brands adopt balanced funnel allocation strategies and use multiple advertising formats across Snapchat campaigns.
Recommended formats included Snap Ads, Commercials, augmented reality experiences and Creator Ads.
The companies said strategic planning could help brands maximize Snapchat’s growth potential while improving engagement and sales performance across evolving digital advertising markets.
