May CTV Have Your Attention, Please?
Video has long been a key medium for communicating a brand’s story and message, and CTV has become the perfect place to combine the big screen and high impact of TV with more measurable digital channels.
Attention is also becoming a key metric through which to assess the impact of your advertising campaign. However, there has been a lack of research into exactly how the user experience and user behavior manifests in front of the CTV screen.