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A new study conducted by Mediahub, Snapchat, and attention measurement leader Amplified Intelligence reveals the significant impact that media platform selection and creative choices have on driving consumer attention and business outcomes. In particular, tapping into “consumer happiness” and choosing digital platforms and ad creative that cultivate and reinforce that feeling can help brands more effectively translate positive emotions into strong sales.
The study, “Happy Audiences, High Attention,” used eye-tracking technology and facial recognition to measure attention and emotional responses to ads from 14 brands across five markets — the U.S., UK, Australia, France, and Saudi Arabia — on various digital platforms, including Snapchat, Instagram, TikTok, and YouTube. The results showed a direct correlation between attention and happiness: ads that capture more active attention are more likely to evoke positive emotions, leading to stronger business outcomes.
Read the full report here.
