By Editorial Staff with No comments Digital InsightsDigital Marketing
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ShowHeroes , a company specializing in digital video content, technology and sustainable advertising solutions, announced this Thursday, February 1, 2024, the launch of its new attention measurement solution for connected TV video advertising , in collaboration with Adelaide . This innovation “represents a step forward in the effectiveness of digital advertising through the most popular screens in the sector.”
According to a press release sent to the media, with ShowHeroes’ attention measurement offerings, which now include CTV, “advertisers have a fully integrated approach with information from all devices to strategically plan, activate and optimize campaigns to capture consumer attention.”
He adds that “in combination with ShowHeroes creative formats such as QR codes, custom media selection and measurement, brands can understand the true return on media investment and gain exclusive insights into each audience’s on-screen attention.”
Paradigm shift in digital advertising on CTV
The note also states that advertising on connected TV is an increasingly profitable strategy in all global markets. “Ad-supported TV streaming in the US is expected to increase by 16 million users, compared to a drop of 10 million expected for pay-TV streaming in the same period,” it notes.
While “in Latin America, the second most penetrated digital video market in specific database by industry the world, the majority of streaming hours in the region occur on CTV, with 85% of users preferring content on CTV over linear television, according to Insider Intelligence.”
In this context, the statement
A highlights that “the increased viability of measuring attention across all instead of spending a large amount of money channels marks a paradigm shift in digital advertising, as it offers a much more revealing perspective of audience engagement compared to impressions or viewability.”
How ShowHeroes and Adelaide drive engagement rates in CTV campaigns
To generate attention scores for ShowHeroes CTV campaigns, Adelaide’s america email model uses panel-based eye-tracking data from TVision—a leading TV measurement company—along with full-funnel performance data and other media quality indicators.
