GumGum, a contextual-first, global digital advertising platform, in partnership with TVision, the company measuring every second of TV and CTV viewer engagement, has released new data around superior attention measurement and engagement across GumGum's Connected TV (CTV) ad unit, In-Video.

GumGum, a leading contextual-first digital advertising platform, partnered with TVision, a company specializing in measuring TV and CTV viewer engagement, to unveil groundbreaking insights into the effectiveness of In-Video Connected TV (CTV) ads.

Key Findings:

1. Enhanced Viewer Attention: GumGum's In-Video units demonstrate a remarkable 30% higher attention percentage compared to traditional CTV ads, indicating superior engagement and effectiveness in maintaining viewer attention.

2. Gender-Specific Engagement: Female viewers exhibit a notable 28% higher engagement with In-Video units than standard CTV ads, underscoring the relevance and appeal of this format across diverse audience segments.

3. Attention to Visible Index: In scenarios where other individuals are present in the viewing environment, viewers allocate 23% more time to In-Video units, emphasizing the non-disruptive nature of this ad format and its ability to capture attention even in communal viewing settings.

Ken Weiner, Chief Technology Officer of GumGum, highlights the significance of prioritizing attention and adopting non-disruptive ad formats like In-Video to maximize brand visibility and impact in the increasingly competitive CTV landscape.

TVision's demographically representative TV measurement panel provides valuable insights into viewer behavior, allowing for accurate assessment of engagement with GumGum's In-Video units. By integrating GumGum's data with TVision's second-by-second attention metrics, the study offers comprehensive insights into the effectiveness of In-Video ads.

Hassan Babajane, SVP of Commercial at TVision, emphasizes the importance of innovative strategies like In-Video ads in enhancing the effectiveness of ad spend and maximizing viewer engagement in the evolving CTV space.

As brands navigate the challenges of attention fatigue and ad saturation in streaming environments, adopting attention-driven ad formats such as In-Video presents a strategic opportunity to optimize ad performance and drive meaningful audience engagement.