Snapchat 发布视频广告效果数据，揭示注意力驱动的销售转化

Snapchat recently announced the results of a new study conducted in partnership with Dentsu, aimed at helping marketers better understand how to leverage Snapchat video content to achieve brand-building goals. The study combined eye-tracking data from Lumen Research with Kantar's brand equity framework, focusing on how Snapchat video ads drive user response and how this attention translates into brand memory and actual purchasing behavior.

This research is important because evolving consumer behavior is continuously changing the metrics for advertising effectiveness. Snapchat explained in an official blog post: "In today's era of fragmented digital attention, relying solely on ad impressions may no longer be sufficient. Consumers scroll endlessly, skip posts quickly, and even watch videos at 2x speed. At the same time, people are retreating to more private, high-intent spaces to spend time with those who matter most."

Based on this, Snapchat's research attempts to highlight how its ad presentation differs from other social apps, and points out that its highly engaged user base is therefore more likely to respond positively to ads.

Impact of Ad Exposure on Consumer Spending

The study first analyzed how ad exposure affects consumer spending on brands, showing that Snapchat video ads drive sustained consumer response. According to data provided by Snapchat: "In the study, users who had a single exposure to a brand's Commercial on Snapchat spent 4.4% more in the following three months and 2.3% more over the following three years compared to those who were not exposed."

Although the percentage changes mentioned above are relatively modest, the data also shows that Snapchat's Commercials are 24% more effective at driving long-term sales lift than other non-skippable ad formats. Further data indicates that Snapchat video ads outperform other ad formats in both mental recall and long-term sales lift.

Cost Efficiency and Attention Value

Snapchat emphasizes that its Commercials not only deliver exceptional attention but also offer significantly better cost efficiency than other platforms. The company stated: "The research shows that the average CPM for Commercials on Snapchat is 76% lower than non-skippable formats and 12% lower than skippable formats on other platforms. This means brands get more attention and sales impact for every dollar spent."

Snapchat believes these results highlight the incremental value of attention and the enhanced value Snapchat provides in driving user engagement, rather than just impressions.

User Engagement and Ad Receptivity

The study also looked at users' overall attitudes toward the platform. Snapchat cited data stating: "3 out of 4 Snapchatters believe the time they spend on the platform is meaningful. Among users who find social media platforms meaningful, they are 79% more open to seeing ads, 70% more engaged with relevant ads, and 69% more likely to take action on relevant ads."

Snapchat's core selling point is that the platform not only provides ad exposure but also effectively maintains user attention, making it a more valuable promotional channel that helps brand messages resonate and leave a lasting impression on the audience.

Of course, actual effectiveness still largely depends on the ad creative itself, brand characteristics, and how well they align with Snapchat's audience. However, the research data suggests that, when messaging is executed properly, Snapchat can provide valuable brand association effects that help improve brand memory and user response.