Think about the last ad you actually watched, not just skimmed past or skipped. Chances are, it was short, punchy, maybe interactive, and felt more like content than a commercial. That’s exactly the kind of “real attention” advertisers are chasing now, especially when it comes to reaching Gen Z in India.
A new study, called The Attention Advantage, reveals that attention, not just views or clicks, is the most powerful driver of brand impact today. Conducted by Lumen with support from WPP Media and Snapchat, the research focused on how India’s 377 million Gen Z consumers engage with digital ads. And it found that attention is 8 times better than older metrics like View-Through Rate (VTR) when it comes to predicting brand recall, and 4 times more effective in showing brand favourability.
5% = 2x improvement
Even a small boost in attention can go a long way. According to the study, just a 5% increase in attention can lead to twice the improvement in how people perceive a brand. But what is attention, really? It’s not just having an ad appear on your screen; it’s about how long you actually focus on it. The study found that if you watch an ad for at least 3 seconds, your emotional connection to the brand increases. Watch it for more than 9 seconds, and the benefits level off. That’s the sweet spot advertisers are now aiming for.
To better track this, the study introduced a new metric: APM (Attention Per Mille), which measures how many seconds of real attention an ad gets for every 1,000 views. Another metric, Cost Per APM, helps brands understand how efficiently they’re buying that attention.
So what’s actually working?
In a controlled experiment involving over 3,000 Indian consumers and ads from categories like fashion, fast food, cars, and personal care, one platform stood out. It delivered twice the attention compared to traditional digital channels, thanks largely to its AR lenses. These unskippable, interactive filters were not only over 2x more effective, but also 3x more efficient in driving meaningful engagement.
When brands included this platform in their ad mix, attention from Gen Z users shot up by up to 22%. It’s a clear signal: immersive, creative-first experiences are winning over younger audiences.
The study identifies three golden rules that determine what truly captures Gen Z’s attention — and why some ads get skipped while others spark engagement. First, platform matters. Gen Z is increasingly tuning out of the traditional, scroll-heavy social media feeds and gravitating towards platforms that offer immersive, creative-first experiences. These platforms go beyond passive consumption, allowing users to interact with content in playful and expressive ways. A striking example: globally, augmented reality (AR) lenses are now being used more than 80 billion times each month — a clear indication that Gen Z is looking for more than just static visuals.
Second, format matters even more. The most effective campaigns don’t rely on one type of content. Instead, they blend non-skippable video with interactive AR elements, striking a balance between passive visibility and active participation. This combination ensures the ad holds attention long enough to leave a lasting impression — whether through storytelling, interaction, or both.
Finally, creativity seals the deal. Gen Z doesn’t respond to traditional, polished commercials. What makes them stop scrolling is content that feels real and relatable. Ads that mimic the look and feel of user-generated content, featuring bold visuals, trending music, and messaging that aligns with their values, are far more likely to resonate.
In short, Gen Z wants ads that don’t feel like ads.