New High-Attention Ad Targeting Platform Launches for Streaming TV Market
TL;DR
CTV advertisers gain high-attention targeting marketplace advantage via Adelaide and StreamVantage partnership.
Adelaide's AU metric uses machine-learning model incorporating eye-tracking data to measure media quality.
Adelaide and StreamVantage partnership makes high-attention ad inventory accessible, ensuring impactful campaigns for media buyers.
FAST channels outperform CTV benchmarks by 20-25%, now available for purchase through Adelaide and StreamVantage collaboration.
A new advertising marketplace aimed at maximizing viewer attention on streaming platforms could significantly impact how brands reach cord-cutting audiences. StreamVantage and Adelaide have partnered to launch the first targeting marketplace specifically designed for high-attention ads on Free Ad-Supported Streaming Television (FAST) and Ad-Supported Video On Demand (AVOD) services.
The partnership leverages Adelaide's AU attention measurement system, which uses machine learning and eye-tracking data to predict viewer engagement. Recent analysis conducted with VIZIO revealed that FAST channels exceeded typical Connected TV (CTV) attention benchmarks by 20-25%, suggesting untapped potential in these growing platforms.
This development comes at a crucial time as streaming services increasingly adopt ad-supported models. The marketplace will allow advertisers to target high-attention placements through various transaction methods, including programmatic guaranteed and private marketplace deals, potentially improving return on investment in the rapidly expanding streaming sector.
The significance of this partnership extends beyond immediate advertising efficiency. With streaming platforms becoming increasingly central to media consumption, the ability to target high-attention placements could help advertisers better navigate the shift from traditional television to streaming services. Greg Smith, StreamVantage's Founder and CEO, noted that the competitive ad rates in FAST and AVOD services, combined with high-attention placements, present a valuable opportunity for advertisers seeking to maximize their media investment.
Curated from News Direct