New Joint Study Identifies Snapchat as a Core Driver of Scalable Performance in MENA

Advanced attribution research across major MENA brands highlights Snapchat’s ability to drive high-volume results with 14% greater cost-efficiency than social benchmarks

Snap Inc., in partnership with Publicis Media Middle East, has released a comprehensive new whitepaper titled “Uncovering Snapchat’s Business Impact: Driving Conversions and Efficiency Across the Digital Ecosystem“.

Prepared by Performics, the performance marketing arm of Publicis Media ME, the study utilizes advanced Multi-Touch Digital Attribution (MTA) and regression modeling to evaluate Snapchat’s performance across four major brands in the MENA region: VOX Cinemas (UAE and KSA), Royal Commission for AlUla, and McDonald’s Jeddah.

In today’s increasingly complex digital landscape, user attention is fragmented across platforms and marketing budgets are under growing scrutiny. This study addresses the industry-wide challenge of identifying which social channels truly drive measurable business outcomes, proving Snapchat’s role as a core driver of conversion, efficiency, and scalability.

Key Findings from the Whitepaper:

• High Conversion Contribution: Snapchat accounted for nearly one-third (29%) of total social conversions, making it the second-largest volume contributor among all social channels analyzed.
• Superior Efficiency: The platform delivered 29% of conversions while using only 27% of the total social budget share. This resulted in a median Cost Per Action (CPA) 14% lower than other social platforms, offering advertisers more scalable, cost-effective performance.
• Significant Growth Potential: Response curve analyses indicate that the platform’s potential remains largely untapped; increasing investment in Snapchat by 50% can yield a 22% median lift in overall business impact. This makes Snapchat a primary contender for incremental budget allocation in media optimization strategies, delivering increasing returns as investment scales.
• Full-Funnel Success: Snapchat successfully moved audiences from awareness to action, with awareness-driven activity for McDonald’s Jeddah achieving CPAs 18% more efficient than benchmarks. Similarly, conversion activity for VOX Cinemas UAE delivered transactions at a CPA 60% lower than the social benchmark.

“This research underscores Snapchat’s unique ability to transform immersive storytelling into measurable business results,” said Rasha ElGhoussaini, Head of Agency at Snap Inc. MENA. “By combining high-engagement formats like AR and Sponsored Snaps with a platform that captures the attention of a highly engaged GCC audience within seconds, we are helping brands drive not just reach, but meaningful, cost-effective conversions that impact the bottom line.

Elie Milan, Chief Performance Officer, Publicis Media ME, said: “This milestone reflects our deepening partnership with Snap. In an increasingly fragmented ecosystem, providing clear attribution and actionable investment guidance is one of the most critical ways we drive value for our clients.”

The study also outlines strategic best practices for brands, including the adoption of a balanced funnel allocation and a multi-format strategy utilizing Snap Ads, Commercials, AR experiences, and Creator Ads.

With careful and strategic planning, brands can navigate their advertising investments to harness Snapchat’s growth potential effectively, ensuring ongoing engagement and improved sales performance in a constantly evolving digital landscape.