The news: A Snapchat, WPP Media, and Lumen study unveiled key insights on the growth of attention-based metrics as key indicators of ad success.

Among the findings:

• Even 5% more attention can double brand perception.
• Attention was 8 times more effective than view-through rates for predicting brand recall and 4 times more effective at determining brand favorability.
• Quality matters: Exposure that lasts for less than 1 second boosts recall, but sustained exposure that lasts over 3 seconds is necessary for meaningful brand engagement. However, overly long exposure doesn’t work, with attention advantages diminishing after 9 seconds.
• Attention has a generational gap. Gen Z audiences paid 34% less attention to digital ads than millennials. The study determined that this translates to the need for 16% higher ad spend to reach the same level of engagement with Gen Z as with older audiences.