eye square and Snap Inc. have conducted four independent empirical studies on Snapchat advertising effectiveness — measuring attention, emotional response, brand recall, and purchase behavior across 13+ global markets and over 40,000 research participants. Each study uses eye square’s InContext platform and SEAL eye-tracking technology to capture behavioral signals in real Snapchat environments, on participants’ own devices.
The partnership focuses on three questions that matter for media planners and brand marketers:
Does Snapchat’s social context create measurable advertising receptivity?
Do creator-native and AI-powered formats outperform standard video?
And how does Snapchat fit into a broader cross-platform strategy?
85% more openness to ads among users experiencing meaningful time on Snapchat. eye square’s largest Snapchat study to date — 13 global markets, combining a Value of Time quantitative survey with in-context ad effectiveness testing in 7 markets. The study establishes Snapchat’s unique receptivity premium: users who experience their time as meaningful are dramatically more open to advertising and more likely to act on it.
Creator ads drive 16% more active attention and are played 25% longer than standard brand ads.
Commissioned by Snap Inc. and OMG (Omnicom Media Group), this N=12,000+ study across five markets quantifies the creator authenticity premium on Snapchat. Beyond attention metrics, the study traces the full funnel: creator-led Sponsored Snaps achieve 1.9x higher click rates and 2.3x higher open rates, and Snapchatters are 66% more likely to feel excited about a brand when creator content feels authentic.
Key numbers:
Key numbers:
87% of marketers rate GenAI tools as effective — and consumers agree: GenAI formats outperform static ads on attention, recognition, and brand perception.
The most comprehensive study in the series — N=14,800+ consumers, 150+ US marketing professionals, and 15 qualitative expert interviews across 7 markets. The study tests three ad format conditions (human-generated static, GenAI-assisted video, GenAI video + AR Lens) and reveals both the performance uplift and a generational fault line in AI acceptance.
Interaction rates up to 1.5x higher with sponsored AI-Lenses and AI-generated video vs. standard video ads.
Commissioned by Snap Inc. and PMG, this study evaluates how Snapchat’s newest AR and GenAI ad formats perform against traditional video in real campaign conditions — measuring brand awareness, interaction rates, and conversion metrics.
Key numbers:
Key numbers:
All Snapchat studies use eye square’s InContext research platform — participants see real Snapchat content on their own devices, in their own environments, without knowing which specific ads are being tested.
Attention is measured using SEAL (Scalable Eye-tracking ALgorithm), eye square’s patented smartphone eye-tracking technology that works via the front-facing camera without additional hardware.
This naturalistic approach is what makes the findings credible: unlike lab studies, InContext captures how advertising actually performs in the context where it lives.
eye square conducts advertising effectiveness research for brands, agencies, and platforms. Whether you’re planning a Snapchat campaign, evaluating creator partnerships, or building a business case for GenAI creative investment — we measure what actually happens.
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