研究发现广告对品牌结果的预测比传统衡量标准得到更好的真正关注,突出Snapchat的有效性。 Study finds genuine attention in ads predicts brand outcomes better than traditional metrics, highlighting Snapchat's effectiveness.

Snapchat、WPP Media和Lumen最近的一项研究表明,真正关注比传统衡量标准更能预测品牌结果。 A recent study by Snapchat, WPP Media, and Lumen reveals that genuine attention is a far better predictor of brand outcomes than traditional metrics. 与浏览率相比，注意力预测品牌回忆率是 8 倍，品牌好感度是 4 倍。 Attention is 8 times better for predicting brand recall and 4 times better for brand favorability than view-through rates. 该研究提出了新的衡量标准,即杀伤人员地雷(注意每千米)和每个杀伤人员地雷的成本,表明Snapchat吸引了传统广告的两倍的注意。 The study introduces new metrics, APM (Attention Per Mille) and Cost per APM, showing that Snapchat captures twice the attention of traditional ads. 增加5%的注意力可使品牌感知收益增加一倍,3至9秒是情感品牌连接的最佳期限。 A 5% increase in attention can double brand perception gains, with 3 to 9 seconds being the optimal duration for emotional brand connection.