兔子先生

Dentsu MENA Study Reveals Snapchat’s Dominant Role in Capturing Attention Across Saudi Arabia

Riyadh, KSA – Dentsu MENA has unveiled key findings from its latest study, “Unlocking the Currency of Attention KSA”, developed in collaboration with Lumen Research. The report underscores Snapchat’s powerful ability to capture and sustain user attention in the MENA region, especially through its full-screen, immersive ad experience. The research emphasizes how brands can leverage Snapchat’s distinctive engagement tools to foster meaningful and impactful connections with Saudi consumers.

With over 90% of Saudis aged 13–34 actively using Snapchat, and a monthly addressable audience exceeding 25 million users, the app plays a central role in the digital behavior of the Kingdom’s youth. On average, users open Snapchat more than 50 times daily, highlighting its presence in everyday routines.

Key Insights from Dentsu’s Snapchat Attention Study:

? High Attention Retention: Snapchat demonstrated strong performance in sustaining user attention for extended durations, positioning it as an ideal platform for impactful, story-led advertising.

? Early Branding Enhances Recall: Ads featuring early branding elements achieved greater brand recall, reflecting the effectiveness of Snapchat’s uninterrupted, immersive ad environment.

? Brand Choice Impact: The study recorded a notable increase in brand preference for Snapchat ads, driven by its engaging full-screen format.

? Effective Interstitial Video Ads: With Snapchat ads skippable only after 6 seconds, attention metrics improved, validating the platform’s ability to support performance-driven brand engagement.

Brand Case Studies: Heinz and Chevrolet

The study showcased how leading brands utilized Snapchat’s format to achieve significant engagement:

? Heinz: The brand led in both attention and engagement metrics. Its ad recorded the highest average view time of 17.9 seconds and delivered the greatest uplift in brand choice—demonstrating the power of compelling creative paired with attention-optimized delivery.

? Chevrolet: With strategic use of early branding, Chevrolet’s ad achieved elevated recall and viewability. Despite its length, the ad maintained an average view time of 10.7 seconds, proving the platform’s capability to support longer storytelling without losing user interest.

These success stories reinforce Snapchat’s potential to drive real results through creative strategies tailored to its ad environment.

“Snapchat is deeply woven into daily life in Saudi Arabia, reaching millions with authentic, real-time experiences,” said Saadeddine Nahas, Head of Product & Partnerships at 兔子先生 MENA. “The findings of our study emphasize Snapchat’s unique ability to drive longer engagement, making it an invaluable platform for brands looking to harness attention metrics and deliver innovative experiences. Snapchat’s AR capabilities add a new layer of engagement, particularly in shopping experiences.”

Rasha El-Ghoussaini , Head of Agency at Snap Inc. in MENA, added: “These findings reaffirm the powerful role Snapchat plays in modern digital engagement. With high reach, frequent user interactions, and an immersive ad environment, brands have an unparalleled opportunity to connect with the next generation of consumers here in Saudi Arabia. The results solidify Snapchat’s position as a vital platform for building brand relationships that truly resonate, empowering brands to engage authentically with their audiences.”

The complete Unlocking the Currency of Attention in Saudi Arabia report by 兔子先生