Observed Signal · Jul 24, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Video Ads Market: InMobi Launches FRAME Attention; 3.5x YouTube
InMobi Advertising launched FRAME Attention, a certified high-attention media product for Mobile In-App Video and Connected TV (CTV), validated by Lumen Research. Offered globally via Deals and IO as part of the FRAME Ad Experience suite, it guarantees a minimum Attention Per Mille (APM) floor of 8,000, supports third-party measurement (Lumen, Adelaide), and is available to brand advertisers and agencies. Independent testing found InMobi’s mobile in-app video delivered 3.5× the attentive seconds versus a YouTube-equivalent benchmark, while CTV inventory reached 9,593 APM — 31% above a 7,286 streaming benchmark. A Cint-measured study across four million impressions reported a 67.4% lift in ad recall and a 16.5% lift in brand awareness. The product prioritizes attentive seconds over simple viewability to help advertisers optimize for attention-quality impressions and is available across InMobi’s mobile, desktop and CTV supply, including Glance properties.
Introduces a vendor‑level, third‑party‑validated attention metric and packaged high-attention inventory across mobile in‑app and CTV, which could influence buying metrics and measurement practices but is not a platform-level policy or major-platform technical change.
Key Takeaways & Evidence Grounding
- InMobi launched FRAME Attention, a certified high-attention product for Mobile In-App Video and CTV.
- FRAME Attention is validated by Lumen Research and guarantees a minimum APM floor of 8,000.
- Independent testing: mobile in-app video delivered 3.5× the attentive seconds versus a YouTube-equivalent benchmark.
- CTV inventory reached 9,593 APM, 31% above a 7,286 streaming benchmark.
- A Cint study across 4M impressions recorded a 67.4% lift in ad recall and a 16.5% lift in brand awareness.
Connected Companies & Entities
7 Entities mappediTech Series
B2B tech publisher and demand generation services provider.
Business Wire
Global press release distribution and investor disclosure services.
“Author: Business Wire...”
InMobi
Mobile-first ad tech platform for programmatic advertising and app monetisation.
“InMobi Advertising, part of global technology company InMobi, announced FRAME Attention......”
Lumen Research
Attention measurement and media optimisation for advertisers and agencies.
“Validated by Lumen Research, a trusted partner in attention measurement, FRAME Attention promises a minimum floor of 8,000 Attention Per Mil...”
Cint
Programmatic research marketplace and ad measurement platform.
“Those elevated scores carried through to brand outcomes in a Cint-measured study run across four million impressions......”
Adelaide
Attention measurement software for cross-channel media quality and optimisation.
“The High Attention CTV Bundle curates premium streaming inventory for engaged viewing, with outcomes independently reported by Lumen Researc...”
MarTech Series
B2B martech publisher with demand generation services.
“MarTech Series is a leading publishing platform that provides daily updates on marketing technology news......”
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