'Snapchat ads thrive on real-time relevance'

With over 250 million monthly active users in India — 90% of them Gen Z — Snapchat is doubling down on attention-led advertising.

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It has identified metrics that could potentially help brands move beyond legacy measurement tools. Amit Chaubey, head of marketing science, APAC, Snap Inc, spoke to Geetika Srivastava about redefining ROI, engaging young audiences, and why authenticity matters more than ever. Edited excerpts:

Why must brands shift away from legacy metrics and plan campaigns that sustain Gen Z attention?

One of the things that we are trying to do with our attention research is create awareness of what the challenge is with legacy metrics and their ability to predict outcomes, and also give a framework for advertisers to improve their ability to capture attention. Our latest study identifies two new metrics.