Vendors like TVision use eye-tracking data to measure viewers' attention on CTV, considering factors such as app-level engagement, time of day, program content, pod position, and clutter.
Marketers evaluate CTV effectiveness by analyzing viewer engagement during ads, leading to a focus on understanding what drives higher attention to optimize campaigns.
Attention data on CTV can justify higher CPM costs ($40-$70) compared to digital and linear TV ads, providing performance benchmarks for advertisers.
Adelaide partners with TVision to offer an optimized CTV attention unit benchmark for advertisers, aiding in setting performance goals tailored to specific targets.
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