Originally published on Campaign.

Exclusive insights: Skippable ads on Snapchat deliver higher active attention levels than repurposed non-skippable content, according to a new global attention study from OMD Worldwide, Snapchat, and Amplified Intelligence.

The study used Amplified Intelligence eye-tracking technology to track the attention levels of 2,962 participants across five countries. Each served 8,900 ads for products in eight verticals between June to August 2022.

It found a strong correlation between the performance of ads that are built for the Snapchat platform vs. repurposed content. This was especially true for purpose-driven messaging, which, when built for the platform, outperformed on both active attention and short-term lift significantly vs. repurposed ads. Overall, purpose-driven messages delivered slightly less active attention and short-term lift than non-purpose messaging but drove significantly more long-term lift, the study found.

It said Gen Z has the lowest overall active attention across generations, with 79% vs. 85% for Millennials and 87% for Gen X.

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