Bringing Human Attention Data to CTV Targeting
We are excited to announce that TVision, the established leader in person-level attention measurement for linear and connected TV (CTV), is joining our content data marketplace as the first attention data partner for targeting. Integrated with the industry’s leading content ID, the IRIS_ID, TVision’s second-by-second attention, presence, and co-viewing signals are now available as IRIS-enabled™ categories exclusively in the Viant DSP. For the first time, advertisers can incorporate attention as a pre-bid signal, helping them prioritize high-engagement CTV viewing moments across IRIS-enabled CTV inventory, which now accounts for over 40% of all U.S. CTV ad requests.
Historically, attention has lived primarily in post-campaign reporting. With TVision and IRIS.TV, attention now moves upstream into planning and activation, enabling brands to ensure their ads are getting the attention they deserve.
How TVision Attention Works with IRIS.TV
In today’s fragmented streaming landscape, legacy measurement often cannot answer a fundamental question: Did anyone actually watch the ad? TVision fills that gap with a uniquely rich, in-home dataset designed to measure real human attention. Their opt-in, nationally representative panel measures who is in the room, whether they are looking at the screen, how long they remain present, and with whom they are watching. TVision meters utilize computer vision sensors to directly tie viewer presence, co-viewing, and eyes-on-screen attention to the content being viewed across live, time-shifted, on-demand, and OTT environments. When these shows and movies have an IRIS_ID, they can be targeted based on the quality of attention they generate.
How to Use Attention Quality Categories
With TVision attention quality categories, Viant DSP customers can ensure media investments are deployed with maximum efficiency, ultimately driving stronger performance outcomes and elevated brand awareness.
- Retail: Cut through the promotional noise to drive immediate action. High-attention placements ensure your limited-time offers and seasonal campaigns actually register with shoppers, converting passive browsers into active buyers in a crowded marketplace.
- CPG (Consumer Packaged Goods): Secure mental availability at the moment of choice. By targeting high-attention media, you increase the likelihood that your brand is the one consumers recall and reach for instinctively when standing in front of the shelf.
- QSR (Quick Service Restaurants): Trigger impulse cravings with maximum visual impact. High-attention inventory ensures your food imagery receives the focused gaze necessary to stimulate appetite and drive immediate foot traffic during key meal times.
- Entertainment: Turn passive viewing into "must-see" hype. Capturing sustained attention is critical for trailers and release announcements, transforming a fleeting impression into the excitement that drives ticket sales and streaming subscriptions.
- Healthcare: Build trust and retention for sensitive information. Healthcare decisions require confidence; high-attention media guarantees that complex messages regarding care, insurance, or pharmaceuticals are viewed with the cognitive focus needed for understanding and recall.
Looking Ahead
These are just a few of the use cases for applying IRIS-enabled TVision’s quality attention signals. Marketers can plan, buy, and optimize campaigns based on true exposure quality, not just impressions or completion rates.
If you are interested in targeting attention in your next CTV campaign or would like to learn more, click here to request a demo or contact your Viant or IRIS.TV representative to get started.
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