Driving Viewer Attention and Brand Metrics in CTV Advertising
Understanding the Impact of AI in Contextual Targeting
from the Alliance for Video Level Contextual Advertising (AVCA) and Tobii
A consumer study to measure the impact on viewer attention and brand perception of CTV advertising revealed that ads targeted using AI- enabled contextual data outperform targeting using standard demo and publisher-declared metadata.
Viewers paid more attention to the ad, learned more about the product and were more interested in the products shown in AI-enabled contextually targeted ads.
Respondents frequently commented that ads were engaging even if the product wasn’t relevant and that they would remember the product and bring it up in conversation.
The study also revealed that viewers are sensitive to irrelevant and brand unsuitable ad placements resulting in reduced attention and increased negative perception of the brands and products appearing in the ads.