Why being first matters: New research from Snapchat and Publicis Media Middle East demonstrates the effectiveness of First Ad Impression Takeovers
Takeovers deliver unmatched reach, break through clutter, and boost conversions across high-impact industries
Snapchat, in partnership with Publicis Media Middle East & Turkey, has released new research analyzing the effectiveness of First Ad Impression Takeovers across the MENA region. The study reveals that in an oversaturated digital landscape, short-burst ad formats are driving significant impact for brands, already outperforming benchmarks on reach, attention, and conversions.
The analysis is based on 49 campaigns run in Q4 of 2024 across 14 advertisers spanning key sectors such as luxury, government, travel, entertainment, CPG, and beauty. The research uncovers how First Story, First Commercial, and First Lens Unlimited formats help brands across sectors dominate the first ad impression of the day by creating immersive and memorable experiences for audiences.
Snapchat’s First Ad Impression Takeovers were found to deliver significantly higher outcomes than auction-based buys. First Story reached 8x more users than Story Ads in the same timeframe, and First Commercials 5x more than auction-based Commercials. Takeovers also proved more cost-efficient, with First Story achieving a 22% lower CPM than planned and First Commercials delivering a 47% cost reduction.
At a time when capturing attention is more difficult than ever, the campaigns recorded Ad Awareness lifts 2.5x higher than Snapchat benchmarks, highlighting the Takeover format’s ability to break through noise and drive top-of-mind awareness. Attention Measurement Studies by Lumen found that Snapchat ads already receive 2.6x more attention than the social mobile average, further emphasizing the platform’s ability to drive real impact and brand visibility.
Beyond brand awareness, the study shows that Takeovers create a performance halo effect for conversion-focused campaigns. Advertisers running Takeovers alongside lower-funnel activations recorded strong uplift:
- Yango saw an 11x increase in app subscriptions the day of and after its First Story Takeover.
- Dubai Safari Park experienced a 2.6x uplift in web sales after running a combination of First Story and First Commercials.
- Bulgari recorded a 3.5x growth in conversions following multiple-day Takeover campaigns with First Story and First Commercials.
“In a world where attention is the new metric of success, Snapchat’s Takeover formats are helping brands stand out and deliver measurable outcomes. Whether the goal is visibility or conversion, these campaign formats are proving to be a powerful tool for advertisers across the region.” said Rasha El-Ghoussaini, Head of Agency MENA at Snap Inc.
“In today’s crowded media landscape, being first isn’t just about visibility — it’s about impact. A strong first impression sets the stage, making every message that follows more powerful. This research proves how First Ad Impression Takeovers deliver that effect, driving results from awareness through to conversion. By partnering with Snapchat, we’re helping brands unlock high-attention, high-efficiency formats that deliver measurable business outcomes,” said Elie Milan, Chief Performance Officer, Publicis Media Middle East.
The report also introduces Snapchat’s “Three Es” measurement strategy, Execution, Experimentation, and Evaluation, designed to help advertisers continuously optimize for brand and business outcomes while navigating today’s privacy-first digital ecosystem.
Snapchat remains a leading platform for daily communication and discovery in the GCC. With immersive formats and strong engagement among Gen Z and Millennial audiences, Snapchat offers brands a unique opportunity to connect with consumers in the right place, at the right time, and in the right way.
