#attention-measurement

#attention-measurement

Unlike viewability, which identifies opportunity, attention measurement adds interpretive value. It helps you understand how people actually experience an ad, not just whether they could have seen it. In that sense, attention builds on viewability rather than replacing it. It should be treated as a diagnostic input to interpret engagement, optimize creative and connect exposure to outcomes more effectively - not as an outcome in itself.

Peter has a remarkable track record of building advertising businesses that transform how media is valued and measured,

Using in-lab eye-tracking and brand recall surveys with 100 Smart TV viewers, the study found that Teads' CTV HomeScreen ads outperformed traditional skippable formats, with 3D ads capturing attention 29% faster and sustaining it significantly longer. HomeScreen video ads achieved a 48% attention rate* - outpacing YouTube skippable pre-roll by 16% - while creative formats like 3D units generated even greater viewer focus and recall.

XPLN.AI, the ad attention measurement and optimisation specialist, announces the opening of its new office in Milan along with the appointment of Anna Iuculano as managing director Italy. Following a recent €7m (£5.9m) fundraising round, XPLN.AI is significantly accelerating its international expansion, with the opening of six offices in Europe, the United States and Asia Pacific in 2025, to meet the rising demand for attention-based solutions to measure advertising effectiveness.

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.