Snapchat Releases Video Ad Effectiveness Data: Attention, Conversion, and Sales Lift Study
Snapchat partnered with Dentsu to release research using Lumen Research eye-tracking and Kantar brand frameworks to analyze the attention, memory, and sales impact of video ads. Data shows that a single ad exposure increased consumer spending by 4.4% over three months, with a long-term sales lift of 24%, and a CPM 76% lower than non-skippable formats on other platforms.
Snapchat recently announced the results of a new study conducted 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 to examine how Snapchat video ads actually drive user response, and how this attention translates into brand memory and purchase behavior.
This research is important because evolving consumer behavior is continuously changing the parameters for evaluating advertising effectiveness. In explaining the research background, Snapchat noted: "In today's era of fragmented digital attention, relying solely on ad exposure may no longer be sufficient. Consumers endlessly scroll through screens, quickly skip posts, and even watch videos at 2x speed. Meanwhile, people are retreating to more private, high-intent spaces to spend time with the people who matter most."
Based on this, Snapchat's research aims to highlight how advertising on its platform differs from other social apps, and how Snapchat's highly engaged users are therefore more likely to respond.
Impact of Ad Exposure on Consumer Spending
The research first examined how ad exposure affects consumer spending on brands, finding that Snapchat video ads drive sustained consumer response. According to Snapchat: "In the study, consumers who saw a brand's Commercial ad once on Snapchat increased their spending by 4.4% over the next three months compared to those not exposed, and by 2.3% over the next three years."
Although the above increases are relatively modest, the data also shows that Snapchat Commercial ads deliver 24% higher long-term sales lift than other non-skippable ad formats. Further data indicates that Snapchat video ads outperform other ad formats in both mental memory and long-term sales lift.
Attention Efficiency and Cost Advantage
Snapchat emphasizes that its Commercial ads not only generate exceptional attention but also operate with far greater efficiency than various formats on other platforms. Snapchat stated: "The research shows that the average CPM for Commercial ads on Snapchat is 76% lower than non-skippable formats on all other tested platforms, and 12% lower than skippable formats. This means brands get more attention and sales impact for every dollar spent."
Snapchat says these results point to an increase in the value of attention, as well as growth in the value Snapchat provides in driving user engagement—rather than mere exposure.
User Engagement and Ad Receptivity
Snapchat further cites data to illustrate the uniqueness of its user base: "Three-quarters of Snapchat users consider their time on the platform meaningful. And among users who find social media 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 here is that the platform not only facilitates exposure but also maintains user attention. This makes it a more valuable platform for campaigns to resonate with audiences and leave a lasting impression.
Of course, actual results depend heavily on the campaign content itself, brand characteristics, and how well both align with Snapchat's audience. But the data suggests that when messaging is delivered effectively, Snapchat can offer valuable brand association advantages that help improve memorability and user response.