‘VTR is Dead’: India’s largest digital ad study says attention is the real currency | Gen Z…

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‘VTR is Dead’: India’s largest digital ad study says attention is the real currency

Mumbai: India’s digital advertising market may be booming, worth ₹50,000 crore, but according to new research, much of that money may be chasing the wrong metric.

A landmark study by Snap Inc., WPP Media and Lumen Research, India’s largest of its kind, found that attention, not impressions or view-through rate (VTR), is the real driver of brand outcomes, particularly among the country’s 377 million-strong Gen Z audience.

For years, digital advertisers have assumed that if an ad is viewable, it must be effective. But the study tracked the real eye movement of over 3,000 Indians aged 16–35 and found otherwise.

The findings were clear: attention is eight times better than VTR at predicting brand recall, and four times better at improving favourability. Even small gains make a big difference, a 5% increase in attention delivered a 12.5% lift in favourability.

Just a 5% increase in attention can double gains in brand perception: Amit Chaubey, Head of Marketing Science, APAC, Snap Inc.

Attention is significantly superior to exposure metrics in predicting business impact, is the crux of the findings made by Snap Inc in a research study in partnership with Lumen and WPP media. Speaking to businessline, Amit Chaubey, Head of Marketing Science, APAC, Snap Inc., and Mike Follett, CEO, Lumen, break down the findings that focused specifically on India’s Gen Z population to help marketers understand how increased attention impacts their ad efficacy. Officials view this cohort as a huge opportunity, considering India is a $5 billion digital AdEx industry.

What are the new metrics you have created, and why did you move away from the old ones?

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