Today TVision, the company measuring every second of TV and CTV viewer engagement, and Mediahub Worldwide have announced a strategic partnership making it possible for Mediahub’s clients to leverage attention metrics in media planning for TV campaigns.
“At Mediahub, we are focused on investing in media that reaches humans most effectively. TVision’s attention metrics are a key identifier of more effective TV impressions across channels and properties," explains Michael Piner, EVP of Advanced Media at Mediahub. "Their data allows us to compare a growing maze of TV investment choices based on how effective they are at reaching real humans. This makes it a leading indicator of ad effectiveness across the purchase funnel as we are confident higher attention correlates to both brand and business outcome lifts.”
The new Upfront Planning Guide from TVision and Mediahub explains the value that attention metrics bring to the media planning process and provides insights and best practices for advertisers to embrace in their Upfront strategies. Findings from the report include:Viewability and Attention Vary Across Networks, Dayparts, and Programs - There is a 120% difference in viewer attention between high-performing networks and low-performing networks.
“When brands optimize their campaigns for attention, every incremental improvement translates to significant efficiency gains and greater value from their ad investments,” explains Yan Liu, CEO of TVision. “Mediahub’s commitment to delivering attention-informed media plans for their clients will have a significant and measurable impact on campaign goals.”
Download the full Upfront Planning Guide here.
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.