NEW RESEARCH FINDS PLATFORM AND CREATIVE CHOICES ARE KEY DRIVERS OF CONSUMER ATTENTION ONLINE

A new global study conducted by Mediahub, Snapchat, and attention measurement leader Amplified Intelligence reveals the outsized influence that media platform selection and creative choices have on driving consumer attention and business outcomes. In particular, tapping into “consumer happiness” and choosing digital platforms and ad creative that cultivate and reinforce that feeling, can help brands more effectively translate good vibes to strong sales.

The study utilized eye-tracking technology and facial recognition to measure attention and emotional responses to ads from 14 brands in five markets – the U.S., UK, Australia, France, and Saudi Arabia – across various digital platforms. The results showed a direct correlation between attention and happiness: ads that capture more active attention are more likely to evoke positive emotions in viewers, thereby, facilitating stronger business outcomes.

Key Findings:

• Platform context is a key driver for attention – for example, Snapchat’s environment of positivity enables its unique video and AR formats to capture 5x greater active attention than peers.
• Attention and happiness are correlated: High attention creative executions had +1.3x happiness scores compared to low attention creative executions.
• The most effective creative executions that drove happiness spoke to human needs and desires, i.e. messaging related to personal and financial security, building anticipation towards a joyous moment, or fostering a sense of belonging.
• Following creative best practices are crucial: Ads that speak to human needs and desires, are “sound on”, and tell a story are more effective in driving attention and happiness, and thus, business outcomes

“We’ve long known that attention metrics are an important quality indicator for consumer engagement and business outcomes. By better understanding variables, like platform context, that contribute to consumer attention in social video environments, marketers can craft more effective campaigns that deliver on their business objectives,” said Ed McElvain, Chief Product Officer, Mediahub

“As attention gains more momentum among marketers, understanding what drives it, and how to capture it effectively, is key. This study confirms a strong link between users’ state of mind on Snapchat and the attention they give to content, especially ads,” said Aarti Bhaskaran, Global Head, Research & Insights, Snapchat. “We know that consumers come to our platform to connect with friends and family, putting them in a happier mindset, and this study validates the relationship between this mindset and the high attention that Snapchat garners. “

The study’s findings have significant implications for brands seeking to maximize their advertising impact. By understanding the unique characteristics of a social platform and developing creative strategies that align with the platform’s user experience, brands can achieve greater attention, engagement, and positive outcomes.