In a global research collaboration with Mediahub and Snapchat, Amplified uncovered a powerful connection between positive emotional environments and high advertising attention. The study spanned five markets, including the US, UK, Australia, France and Saudi Arabia, utilising Amplified’s gold-standard attention methodology to track both eye-gaze and emotional responses across 14 brands.

What stood out? Snapchat generated 5x more active attention than its peers. That’s not by chance. Its immersive formats and socially connected environment were found to put users in a positive mindset, directly influencing how attentively they engaged with ads.

Not only did Snapchat ads outperform in attention metrics, but the study also revealed that ads eliciting high attention scores drove 1.3x more happiness. The most effective creatives tapped into universal human needs like security, joy, and belonging - while formats with “sound on” and strong storytelling further amplified both attention and emotional response.

Why it matters: Ads that make people feel good are more likely to be watched, remembered, and acted on. And as attention gains traction as a core media KPI, this study reinforces the value of platforms that deliver high-attention environments.

As Aarti Bhaskaran, Global Head of Research & Insights at Snapchat, put it:

“This study validates the relationship between users’ positive state of mind on Snapchat and the high attention our platform garners.”

Want to explore how attention science can uncover the emotional and performance impact of your media? Let’s talk.