"Powered by Comcast Advertising Media Solutions' partnership with measurement specialist xpln.ai, Focus will enable advertisers and agencies to buy impressions that reach a selected attention duration of at least two, three, or five seconds for premium online video and CTV campaigns. xpln.ai's advanced suite of technology, including machine learning algorithms, measures, and analyses user engagement through multiple attention variables, including (but not limited to): ● Viewability - covering factors such as the geometric position of the ad, share of screen, and user activity; ● Page experience - accounting for factors such as the number of ads simultaneously on screen and overlapping ads, and time of day; ● Context and audience - including the tonality of the video environment and typical user interactivity."
"By analysing all variables, xpln.ai's technology estimates a probabilistic attention score for each impression: a modelled value in seconds indicating how long an ad likely held the attention of the viewer. An impression is deemed to have achieved 100% attention score once the estimated attention time meets the selected duration of at least two, three, or five seconds."
"With Focus, which is available in markets outside of the US, advertisers and agencies can purchase a set number of impressions and select a minimum attention duration of two, three, or five seconds and only pay for impressions that meet the selected attention score threshold as outlined above, which could help in improving budget efficiency."
""Viewability and completion KPIs are no longer entirely sufficient to evaluate the performance of digital video campaigns. Attention considers factors such as sound presence, engagement with long-form content, and screen size and how these variables impact the effectiveness of a video campaign," commented Massimo de Magistris, VP, head of Comcast Advertising Media Solutions International at Comcast Advertising."
Comcast Advertising Media Solutions partnered with xpln.ai to create Focus, which enables advertisers and agencies to buy premium online video and CTV impressions that meet selected attention durations of two, three, or five seconds. xpln.ai uses machine learning to measure multiple attention variables, including viewability (geometric position, share of screen, user activity), page experience (number of simultaneous or overlapping ads, time of day) and context/audience (tonality, user interactivity). The technology produces a probabilistic attention score in seconds per impression. Impressions that meet the selected duration receive a 100% attention score. Focus is available outside the US and charges only for impressions that meet the chosen attention threshold, potentially improving budget efficiency.
Read at Exchangewire
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