With advertisers facing growing pressure to optimize their media spend and drive business impact, particularly as digital transformation agendas reshape the regional advertising landscape, finding ways to make real impact is more important than ever. The study compared ROIs across various media categories including offline, digital non-social media, social media, and Snapchat, using the average ROI of the four categories as a benchmark. Key findings show that Snapchat outperforms all categories in efficiency and effectiveness, exceeding the average ROI benchmark by +14%. Despite accounting for just 8% of total ad spend, Snapchat contributes 10% of all media-driven sales, demonstrating its ability to deliver higher returns with efficient investment.

The study analyzed advertising performance across key industries, including telecommunications, financial services, and over-the-top (OTT) streaming. When it comes to the OTT sector, findings reveal that Snapchat drove up to 1.64x higher efficiency for app installs and subscriptions For telecommunications brands, when leveraging full-funnel activation, a 2.5x higher efficiency was seen compared to the lowest-performing channels. Financial services advertisers also ranked Snapchat as a top-tier performer in loan application campaigns, highlighting its effectiveness in driving conversions.

​The study further emphasizes the importance of a full-funnel strategy, where brands allocate 40-70% of their spend to upper-funnel awareness campaigns while maintaining consistent investment in lower-funnel activities. This approach has generated 1.5x higher ROI compared to single-objective campaigns. By leveraging Snapchat’s diverse ad formats – including Snap Ads, Story Ads, and AR Lenses -brands can enhance visibility, engagement, and long-term loyalty in an increasingly competitive digital environment.

As brands continue to refine their strategies, prioritizing high-performing platforms will be key to staying ahead in a competitive landscape. By leveraging insights from this study, advertisers have the opportunity to optimize their marketing spend and unlock new levels of efficiency and impact in their campaigns.

“Andreas Frangeskides has joined as Director-Marketing Solutions, while Oleksandr Cherviakov is now the consultancy’s Senior Manager-Business Solutions,” said the statement. OMG also said in the statement that they hired Joubran Abdul Khalek as Head of Performance & Programmatic in the group’s regional hub in Beirut, CORE.

“Frangeskides will lead on the client solution portfolio, including Omni, Omnicom’s people-based, precision marketing and insights platform,” the company said in the statement. Meanwhile, Cherviakov will lead on the transformation of the agencies through automation.”His task is to make sure OMG extracts the full value of the data it handles,” said the statement.

In Beirut, Khalek will help his team’s growth and development, while, focusing on both talent and product. His work will include leading 30 experts who work on the group’s agencies’ campaigns.

Joubran Abdul Khalek. Courtesy of OMG.

Oleksandr Cherviakov. Courtesy of OMG.

Andreas Frangeskides. Courtesy of OMG.