TVision and Kargo will present on custom CTV ad measurement innovations at ARF Attention, June 5, 2025 in New York City
TVision, a leader in television measurement and audience attention data, partnered with Kargo to examine the performance of all CTV ad units between Q4 2024 and Q1 2025. The data shows Kargo's success in commanding and holding viewer attention. TVision and Kargo will present the results of this study, as well as their perspective and insights on custom CTV ad measurement at ARF Attention, June 5, 2025.
The study shows that overall Kargo CTV ads consistently drove higher eyes-on-screen attention time compared to CTV ad benchmarks. This demonstrates that Kargo's creative ad units are effectively cutting through the noise and engaging viewers.
The data reveals a substantial lift in attention when using Kargo's CTV ads.
When reviewing performance by hour and daypart, Kargo ads also outperform both CTV and linear attention time benchmarks across all dayparts. Notably, Kargo ads’ attention time peaks during the coveted Prime hours of the day.
Additionally, TVision and Kargo examined performance by genre. These genre-specific insights provide valuable guidance for advertisers looking to optimize their CTV campaigns for maximum attention. Kargo ads captured the most eyes-on-screen attention within these specific genres:
“By combining Kargo's innovative ad units with TVision's granular engagement data, advertisers gain a deeper understanding of how their CTV campaigns are truly performing,” explains Hassan Babjane of TVision. “This knowledge empowers data-driven decisions, leading to more effective and impactful advertising strategies.”
About Kargo
As the only media marketplace with 100% premium supply, Kargo creates memorable advertising experiences that go beyond the first impression to captivate consumer attention. With a suite of exclusive, full-funnel advertising solutions, Kargo empowers leading brands to make meaningful customer connections across mobile, connected television, video and social. Focused on delivering results, Kargo helps the world’s largest advertisers achieve incremental brand lift and higher returns on ad spend. For publishers, Kargo’s proprietary platform maximizes revenue per impression through unique creative and targeting solutions. Founded in 2003, Kargo is a global company headquartered in New York with offices around the world.
About TVision
TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.
Source: TVision Panel and Kargo Q4 2024 - Q1 2025