WPP Media, Snapchat, and Lumen, an attention analytics firm has rolled out a study 'Attention Advantage' decoding the Indian market. 

The study was conducted by analysing human attention across platforms, formats, and brands.

The research, which surveyed 3,200 Indians aged 16–35, challenges traditional metrics like impressions and view-through rate (VTR).

It reveals that attention, the actual time users spend visually focused on ads, is a far stronger predictor of ad effectiveness.

According to the report, most users pay attention to digital ads for under two seconds, making attention a rare but valuable currency.

Furthermore, this study reframes how marketers should approach media planning. Instead of optimising for what might be seen, it urges brands to prioritise what’s watched with cognitive and emotional engagement.

Metrics like APM (Attention per Mille) and average attentive seconds are emerging as smarter benchmarks for ROI, especially in attention-fragmented environments like mobile. The study showcases how traditional metrics need to be challenged and that attention needs to be given more prominence. 

As attention continues to decay exponentially online, formats that retain genuine human focus even for a few seconds will drive the next wave of advertising effectiveness, spotlights the study. 

Other highlights of the report:

• Attention is 8x more predictive of brand recall and 4x more predictive of brand favourability than standard exposure metrics like VTR or viewability.
• An incremental 5% boost in attention lifts brand recall by plus 4.4% and brand favourability by plus 12.5%, underscoring attention’s outsized impact on brand metrics.
• Snapchat’s commercial format delivered 7 seconds of attentive time on average, compared to under 2 seconds on other platforms. Its AR-powered Lenses also generated the highest APM score, indicating the best value per 1,000 impressions.
• Gen Z viewers pay 34% less attention to ads on conventional digital platforms compared to millennials. But Snap helps close that gap, increasing Gen Z attention by plus 22% when included in the media plan.

• The hierarchy for attention is clear: platform > format > creative.

• Non-skippable and AR formats outperform skippable ones. And the same creative asset can perform dramatically better or worse depending on where it's seen.

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. 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. 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.”

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 an Attention Playbook, and this framework gives our teams a clear guide to optimise 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 not only shows that attention matters, but it also 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 behaviour 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.”