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A new study by the Attention Economy team at Dentsu Media found that augmented reality lenses on Snapchat are drawing plenty of attention.
Dentsu found that Snapchat AR lenses delivered a depth of engagement comparable to television, one of the highest attention-driving formats measured to date, garnering four times more attention than the study’s benchmark.
Fewer than 10% of people engage with social formats for more than two seconds on average, according to Dentsu, while more than 80% of people do so with Snap Inc.
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