In a groundbreaking study released on August 7, 2025, experts from Snap Inc., WPP Media, and Lumen Research revealed that true human attention drives brand success far better than old metrics like view-through rates in India’s booming digital advertising scene. This research, the largest of its kind in the country, tracked eye movements of over 3,000 young Indians and showed how focusing on attention can boost outcomes, especially for the 377 million Gen Z users shaping the market.
The End of Old Ad Metrics
Digital ads in India hit a value of 52,992 crore rupees this year, but many brands waste money on views that do not stick. The study challenges the idea that if people see an ad, it works. Instead, it proves attention predicts results like brand recall eight times better than view-through rates.
Researchers used real eye tracking to measure what grabs eyes. They found that even a small 5 percent rise in attention can lift brand favorability by 12.5 percent. This matters in a market where ads compete with endless scrolls on phones.
The findings tie into recent trends, like the surge in AI-powered personalized ads, which 65 percent of Indian marketers now use to catch fleeting glances.
Gen Z’s Unique Attention Challenge
Gen Z in India, with spending power set to reach 2 trillion dollars globally by 2035, pays 34 percent less attention to ads on standard social platforms than millennials. They tune out boring formats fast, but immersive options like augmented reality ads pull them in twice as much.
This group values brands that show environmental responsibility, with 86 percent preferring ethical choices. The study shows how formats like full-screen videos and AR experiences boost engagement for them.
Brands ignoring this risk missing out. For example, during the 2025 cricket season, ads that used music and user-generated styles saw higher recall among young viewers.
New Tools to Measure Real Impact
The research introduces fresh metrics to guide advertisers. Attention per Mille tracks total seconds of real attention per 1,000 impressions. Cost per Attention per Mille helps compare true value across platforms.
Here is a quick comparison of ad formats based on the study:
| Format | Attention per Mille (APM) | Cost per APM | Efficiency Boost |
|---|---|---|---|
| AR Lenses | High (2x average) | Lowest | 3x more active |
| YouTube Skippable | Medium | Medium | Standard |
| Facebook In-Feed | Low | Highest | Least efficient |
These tools show AR formats deliver the best bang for the buck, even with higher upfront costs. The study categorizes attention levels too. Under one second aids recall. Three to nine seconds shifts opinions. Over nine seconds often wastes effort.
Advertisers can now plan smarter. Logical reasoning suggests pairing these metrics with voice search trends, where 40 percent of queries will be voice-based by 2026, to reach Gen Z on the go.
This shift builds on events like the 2025 rise in video consumption, where 85 percent of Indian internet users watch videos weekly.
Strategies to Capture Attention
Brands need a playbook to win in this attention economy. The study outlines key ways to boost engagement.
- Choose platforms where users engage deeply, like those with opt-in features.
- Pick skippable, immersive formats over forced views.
- Use creative elements such as music, user-generated content, and strong branding from the start.
These tips come at a perfect time. With India’s digital ad growth at 35 percent yearly, applying them could double brand perception gains. Think of a young shopper in Mumbai scrolling Snapchat. An AR ad letting them try virtual clothes feels fun, not pushy, and sticks in their mind.
Real world examples show success. During the 2025 festive sales, brands using AR saw 20 percent higher sales from Gen Z buyers.
Experts predict this focus on attention will reshape campaigns, making them more personal and effective.
What This Means for the Future
The study signals a major pivot for India’s ad industry, worth over 50,000 crore rupees and growing fast. It urges brands to ditch outdated metrics and embrace attention as the true currency.
Industry leaders agree this could lead to more ethical, engaging ads that respect user time. As Gen Z drives trends, adapting now prevents falling behind.
Share this article if it sparked ideas for your marketing strategy, and drop a comment below on how you plan to chase attention in 2025. Your thoughts could inspire others in this evolving field.