Active Attention Launches With Deterministic Measurement

Audi, Welch's Fruit Snacks, Quigley-Simpson, and PHD Media are some of the early adopters of the AI-powered video advertising attention platform that Kerv Interactive officially launched Thursday.

The feature gives brands the ability to move frames, known as tiles, in a video based on the performance measured by an Active Attention Index (AAI).

AAI measures the quality and quantity of user actions as they interact with the company’s in-video technology.

Marika Roque, chief innovation and COO at Kerv, believes it is just a matter of determining the right formula to create a portrait of an audience to capture attention.

The attention index provides insight into how the brand needs to rearrange or reset the video tiles to capture higher attention scores for a particular ad.

Tile performance data is reviewed and prioritized to highlight the most engaging tiles in the Kerv platform.



The option to establish rules at the start of the campaign that will optimize the creative automatically helps.

These rules are tailored to specific goals, such as prioritizing messages of higher value or determining the percentage-share requirements between different tiles.

It also can optimize the biddable side of media placement within a demand-side platform (DSP) based on attention triggers. This is intended to ensure that content remains relevant and engaging throughout the campaign.

Determining the “Active Attention” of a viewer, the AAI tracks more than 15 key performance metrics such as hovers, clicks, conversions and time spent. It then assigns weighted scores to each touchpoint to calculate an overall AAI performance score, a measurement of the quality of interactions per engagement with Kerv units.

This allows advertisers to evaluate campaign performance as audiences engage with Kerv-powered videos and make creative adjustments in real-time.

The company said an unnamed beverage brand ran Elements and Immerse creative ad units. Scoring increased month-over-month from 69 to 87 and 74 to 87, respectively.

For both campaign creative user interfaces, Kerv Interactive Audience -- which are first-party audience segments that previously engaged with the campaign -- showed the highest levels of Active Attention.

The AAI campaign test group for the automotive industry exceeded a control test group by at least 2%, suggesting that AA-focused optimizations drove higher engagement.

This story has been updated.

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