The company entered into a partnership with Adelaide, a specialist in attention measurement, now also in the CTV environment
ShowHeroes has signed a new international partnership to measure audience attention on Connected TV with Adelaide. The companies, which already worked in partnership for digital media on desktop and mobile, are now expanding their scope to CTV.
With ShowHeroes’ new attention metrics offerings, advertisers have a fully integrated approach with cross-device insights to strategically plan, activate and optimize campaigns that capture consumer attention.
Aligned with the various creative and customizable formats offered by ShowHeroes, brands access direct information about the true return on media investment and, at the same time, insights into each audience’s attention on the screen.
Connected TV advertising is an increasingly profitable strategy in all global markets. Advertising-supported streaming TV in the US is forecast to increase by 16 million users this year, compared to a predicted drop of 10 million for streaming pay TV over the same period.
In Latin America, the world’s second largest digital video market by penetration, most of the region’s streaming hours already take place on CTV, with 85% of users preferring content in this medium over the linear route, according to Insider Intelligence .
According to the company, the Adelaide model uses everything from eye tracking analysis possibilities in special projects in partnership with TVision to general full-funnel results data and other media quality indicators.
The information can be used both to target programmatic offers based on likelihood of attention and impact, and for direct comparisons of CTV attention ratings to those of other ad formats and channels.