A recent global study conducted by Mediahub, Snapchat, and Amplified Intelligence has detailed the strong relationship between advertising attention and emotional responses, utilising eye-tracking technology and facial recognition to measure the levels of attention and happiness elicited by advertisements.

The study encompassed 14 brands across five diverse markets, including the United States, United Kingdom, Australia, France, and Saudi Arabia. A key finding from the research was the direct correlation between the attention given to advertisements and the happiness experienced by viewers.

Snapchat's platform was highlighted in the study for capturing five times greater active attention compared to its peers. This was attributed to the platform's positive environment and its unique video and augmented reality (AR) formats. The study suggested that Snapchat's ability to foster a positive user environment contributes to the higher levels of attention its ads receive.

The research also indicated that creative executions with high attention scores were associated with 1.3 times higher happiness scores than those with low attention. Effective advertisements were noted to address fundamental human needs and desires, such as personal and financial security, anticipation of joyous moments, and a sense of belonging.

Additionally, the study found that advertisements which are 'sound on' and tell a story tend to be more effective in capturing attention and enhancing happiness. This, in turn, is believed to lead to better business outcomes for advertisers.

Global Head, Research & Insights at Snapchat, Aarti Bhaskaran, said: "As attention gains more momentum among marketers, understanding what drives it, and how to capture it effectively, is key. This study confirms a strong link between users' state of mind on Snapchat and the attention they give to content, especially ads. We know that consumers come to our platform to connect with friends and family, putting them in a happier mindset, and this study validates the relationship between this mindset and the high attention that Snapchat garners."