Observed Signal · Mar 19, 2026 · Independent Study · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Venatus Boosts Video Ad Attention Fivefold in Key Environments
Venatus Media, with independent analysis by Lumen Research, reports that activating audiences it identifies as "In the Zone"—users in high-focus gaming, sports and entertainment contexts—delivers substantially higher video-ad attention versus standard digital video. Lumen’s eye-tracking study found these audiences are nearly twice as likely to view an ad, watch ads four times longer (eight seconds vs. a two-second benchmark), and produce up to five times higher Attention Per 1,000 Impressions (APM). The study attributes gains to environment and format, arguing Venatus’s technology targets a distinct cognitive state of sustained immersion, increasing the value of impressions in premium immersive environments.
Independent, eye-tracking measurement from Lumen provides validated evidence that attention-based audience activation in gaming and premium environments materially increases video ad attention metrics; relevant for advertisers, publishers and ad-tech vendors exploring attention as a performance signal.
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Key Takeaways & Evidence Grounding
- Venatus Media and Lumen Research published an independent analysis of video ad campaigns measuring visual attention.
- Lumen Research used eye-tracking to assess attention and confirmed stronger attention metrics for Venatus formats.
- Audiences identified as "In the Zone" are nearly twice as likely to view an ad versus benchmark instream formats.
- Average view time for these audiences was eight seconds versus an industry benchmark of two seconds.
- Venatus formats generated up to five times higher Attention Per 1,000 Impressions (APM) than standard digital video benchmarks.
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Related Market Signals & Shifts
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IPA: Ad-Supported SVOD Uptake Increasingly Inevitable
A new report from the UK's Institute of Practitioners in Advertising (IPA) indicates that ad-supported SVOD services are becoming a standard feature of the media landscape. Based on the IPA TouchPoints database, the report finds that 36% of British adults now use ad-funded commercial SVOD services weekly, a figure expected to grow. The rise of social media has reduced premium video's share of commercial media time from 46% in 2015 to 37% in 2026. Among 16-34s, linear TV's share has dropped dramatically to 7%, while social media and online video combined hold 49%. The report also highlights a rise in solitary media consumption, which poses challenges for advertisers seeking shared attention.
Teads and V extend homescreen partnership to 2028
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Wall Street’s Tough Take on Ad Tech Earnings
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