Digital video platform ShowHeroes has expanded its Attention Index to include connected TV (CTV) through a strategic partnership with measurement company TVision.
The Attention Index for CTV will leverage TVision’s advanced measurement panel that captures real-time, second-by-second data on audience engagement.
It complements ShowHeroes’ existing partnership with Adelaide, introduced earlier this year.
TVision’s approach seeks to be “unobtrusive” as it tracks viewer attention and interaction across linear and streaming TV platforms without active panellist participation.
It has the ability to identify who is in the room, the content being viewed and whether the viewers are truly engaged.
CTV penetration is now at 86% in Europe, according to recent research from ShowHeroes. In the UK, penetration is at 91% — the highest in the major European markets studied by the company, behind Spain.
Hassan Babajane, chief revenue officer at TVision, said: “Our passive, in-home measurement panel provides unmatched precision in understanding how viewers interact with content on the screen.
“By integrating our attention data with ShowHeroes’ innovative Attention Index, we’re equipping advertisers with deeper insights that help them reach audiences in meaningful, impactful ways across the expanding CTV ecosystem.”
Kay Schneider, senior vice-president of global product and business development at ShowHeroes, added: “Attention has become one of the most critical KPIs for brands aiming to cut through the clutter in a fragmented media landscape.
“By expanding our Attention Index to CTV in partnership with TVision, we’re setting a new standard for how advertisers measure and optimise their media investments on a global scale.”
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