Snapchat releases data on video ad performance

9 Jun 2026

Snapchat published the results of a new study, conducted in conjunction with Dentsu, which aims to provide more insight into how marketers can make best use of Snapchat video content for branding.

Based on eye-tracking data from Lumen Research, and Kantar’s brand equity framework, the study examined how Snapchat’s video ads actually drive response, and how that attention can lead to brand recall and sales activity.

Which is important, because evolving consumption behaviors continue to shift the parameters.

As explained by Snapchat: “In today’s era of fragmented digital attention, relying on ad exposure alone may no longer be enough. Consumers are endlessly scrolling, swiping past posts, and watching videos at 2x speed. At the same time, people are retreating towards more personal, high-intent spaces to spend time with the people who matter most.”

In line with this, Snapchat’s study seeks to highlight how ad placement on the platform is different from other social apps, and how Snapchat’s engaged audience is more likely to respond as a result.

First, the study looked at how ad exposure influenced consumer spending on brands, finding that Snapchat video ads drive ongoing response.

As per Snapchat: “In the study, a single exposure to a brand’s Commercial on Snapchat led consumers to spend 4.4% more over the following three months and 2.3% more over the following three years, compared with those who weren’t exposed.”