An overwhelming majority (93%) of agency and brand executives who buy digital video say they are using some type of attention-assessment method in their TV/video campaigns, according to an Interactive Advertising Bureau (IAB) video ad spend outlook report released at Wednesday’s NewFronts.
Among the 360 executives interviewed by Advertiser Perceptions …
Interesting---but even if this is a valid crossection of digital video buyers and ad spend----the figures seem rather high. When it comes to linear TV and CTV, attention metrics are rarely utilized---except as add-ons in some buys by certain sellers. Seems strange that they are in such common use for digital video.
Sounds like a sheep muster.