# Who's Actually Watching When CTV Delivers Ads

> Marketers measure ad attention to improve campaigns using CTV data.
- Title: Who's Actually Watching When CTV Delivers Ads · Adweek
- Summary: Marketers measure ad attention to improve campaigns using CTV data. Marketers use attention data to boost ad performance by targeting creative that earns…
- Keywords: ctv, ad attention, marketers, viant, adweek, zoom, at&t, st jude, attention data, creative, Who's, Actually
- Source: Adweek — https://adweek.com/creativity/when-ctv-delivers-an-ad-whos-actually-watching
- Author: Ashley R. Cummings
- Published: 2026-09-30T18:09:26+00:00
- Read time: 1 min
- Topics: ctv, ad attention, marketers, viant, adweek, zoom, at&t, st jude, attention data, creative
## 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
## Key takeaway

Marketers use attention data to boost ad performance by targeting creative that earns more engagement.