xpln.ai & Comcast Advertising Introduces “Focus” an Attention-Based Media Package for Advertisers

Powered by Comcast Advertising Media Solutions’ partnership with measurement specialist xpln.ai, Focus will enable advertisers and agencies to buy impressions that reach a selected attention duration of at least two, three, or five seconds for premium online video and CTV campaigns.

xpln.ai’s advanced suite of technology, including machine learning algorithms, measures, and analyses user engagement through multiple attention variables, including:

• Viewability – covering factors such as the geometric position of the ad, share of screen, and user  activity;
• Page experience – accounting for factors such as the number of ads simultaneously on screen and  overlapping ads, and time of day;
• Context and audience – including the tonality of the video environment and typical user interactivity.

By analysing all variables, xpln.ai’s technology estimates a probabilistic attention score for each impression: a modelled value in seconds indicating how long an ad likely held the attention of the viewer. An impression is deemed to have achieved 100% attention score once the estimated attention time meets the selected duration of at least two, three, or five seconds.

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With Focus, which is available in markets outside of the US, advertisers and agencies can purchase a set number of impressions and select a minimum attention duration of two, three, or five seconds and only pay for impressions that meet the selected attention score threshold as outlined above, which could help in improving budget efficiency.

“Viewability and completion KPIs are no longer entirely sufficient to evaluate the performance of digital video campaigns. Attention considers factors such as sound presence, engagement with long-form content, and screen size and how these variables impact the effectiveness of a video campaign,” commented Massimo de Magistris, VP, head of Comcast Advertising Media Solutions International at Comcast Advertising.

“Today, every second counts. This applies to everything — especially the most premium environments, such as CTV and online video. With insights from the partnership with xpln.ai, we are excited to introduce Focus in markets outside of the US to help our advertiser and agency clients achieve better returns on their investments.”

“We are delighted to partner with Comcast Advertising,” said Fabien Magalon, CEO of xpln.ai. “Their  expertise in video advertising technology, combined with our attention measurement capabilities, will enable  advertisers and agencies to mobilise this critical KPI in driving their online video and CTV investments.”

SOURCE: Exchangewire