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Snapchat’s Commercials, the platform’s six-second, non-skip, full-screen vertical video ads, fared well in Dentsu’s Attention Economy research released recently.
Attention Economy seeks to measure the true value of attention across channels, formats and platform, and Dentsu used advanced eye-tracking techniques to capture the attention being paid to ads and analyze the impact and value of that attention for the brands behind the ads.
The findings are the results of three years of data collection, research and testing, and Snapchat parent Snap Inc.
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