Observed Signal · Sep 30, 2026 · Market Signal · Source: Viant · Impact: 2/5
When CTV Delivers an Ad, Who’s Actually Watching?
At the ADWEEK Exchange in Dallas, the second stop on a national roadshow from Viant and ADWEEK, speakers examined how to measure attention, what it reveals about creative, and how brands can use it to make smarter media decisions.
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Marketers Have 9 Minutes of Attention to Capture
At an ADWEEK Exchange event in Detroit, TVision CEO Yan Liu presented data showing that of the average 213.5 minutes of daily TV and streaming consumption, only 24.5 minutes are ads, and just 9 minutes of those are actually watched with attention. A study across 20 industries found a 1% increase in attention corresponds to nearly a 1% increase in ad awareness. Context matters: the same creative performed better in sci-fi and sports content than in news or reality shows. A panel with marketing leaders from Nutrafol, Rocket, and Viant discussed translating attention into action and the importance of creative. Tim Vanderhook of Viant advised using attention data in real-time to cut low-attention placements and reallocate budgets. Viant acquired IRIS.TV and has tested TVision's data for CTV buying.
Attention Measurement Key for CTV Ads
At ADWEEK Exchange in Dallas, industry leaders discussed how attention data can improve Connected TV (CTV) advertising. TVision CEO Yan Liu showcased that attention, not just reach, drives conversions. Panelists from Zoom, AT&T, and St. Jude described using CTV for targeted storytelling, while Viant's Chris Vanderhook highlighted the acquisition of IRIS.TV for title-level content signals. The event concluded with advice to use attention data for real-time campaign optimization.
Fortune Media and Great Place To Work Name Viant to 2026 Best Workplaces in Advertising & Marketing
IRVINE, Calif., Sept. 30, 2026 — Great Place To Work® and Fortune have selected Viant Technology Inc. (NASDAQ: DSP) for the 2026 Fortune Best Workplaces in Advertising & Marketing™ List, marking the third consecutive year the company has been named to this prestigious list.
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