ADWEEK House

ADWEEK House brings advertising, commerce, and media leaders together for four days of unscripted conversations in Midtown, Oct. 5, 8.

Measuring Attention

TVision’s Yan Liu showed that YouTube’s 'Johny Johny Yes Papa' had more views but Paradise drew 5X more attention.

“This example shows that the reach, impressions, or ratings don’t tell the entire story”

Attention Data Use

TVision tracks what’s on screen and whether people are watching, second by second to measure attention.

“When you think about your media, you need to pair that with a quality signal, which is attention”

Zoom’s Challenge

Zoom wants to change how people see the company from video meetings to broader business uses.

“The problem is that in the past few years, Zoom became the verb of a very specific industry, which was video conferencing”

AT&T’s Strategy

AT&T uses CTV to build emotional connections with customers beyond price points.

“How can you be about more than a price point?”

St. Jude’s Approach

St. Jude experiments with shorter CTV ads to reach new donors while keeping longtime supporters.

“How do we grow that new donor base?”

Viant’s Solution

Viant acquired IRIS.TV to help brands match ads with relevant content through title-level signals.

“Each of these brands has very unique problems, and they want to align their message with the right type of content”

Actionable Insights

Marketers should adjust campaigns in real time using attention data to increase reach without extra budget.

“The goal of attention data is not to have a pretty attention chart. It’s about increasing reach with the same budget”