93% Of Video Buyers Are Using Attention Metrics, 81% Want Multiple Currencies

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 …

2 comments about "93% Of Video Buyers Are Using Attention Metrics, 81% Want Multiple Currencies".
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  1. Ed Papazian from Media Dynamics Inc, May 4, 2023 at 8:24 a.m.

    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.

  2. John Grono from GAP Research, May 18, 2023 at 9:26 p.m.

    Sounds like a sheep muster.

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