September 18, 2023

Measuring attention is a crucial metric that assesses how users engage with an ad on their screen. A successful ad captures and holds the viewer's attention, indicating potential for user action. This metric provides valuable insights into campaign effectiveness, allowing advertisers to improve ad performance and boost user engagement. In the realm of Connected TV (CTV), attention is measured through a scored system based on 1000 impressions, analyzing viewable impressions, actual viewership, and attention duration.

Our comprehensive approach to attention measurement begins with pre-campaign creative analysis and extends to media activation using high-attention CTV Private Marketplaces, developed in collaboration with attention technology leader Lumen. This strategy, along with premium supply and detailed reporting, enables real-time campaign optimization and provides insights for future planning.

In today's competitive marketing landscape, verifying an ad's genuine capture of attention is crucial for enhancing performance and user engagement while maximizing ad dollars.