Viant Acquires TVision

Viant Announces Agreement to Acquire TVision

Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced it has entered into a definitive agreement to acquire TVision. With this acquisition, Viant strengthens its AI-powered programmatic platform by integrating TVision’s proprietary attention signals directly into its buying platform.

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How Insurance Brands Measure Up for Viewer Attention

Over the past 12 months we’ve seen some funny, witty and celebrity-filled ads from the insurance industry - an industry that spends more on TV advertising than almost any other.

Here we take a closer look at how well these ads engage their audience, and break down the performance of some of the biggest insurance brands: Allstate, Geico, Liberty Mutual, Progressive and State Farm.

When we look at the table above, we see a few scores stand out. State Farm has significant room for improvement in their Linear TV Viewability - they should optimize toward media opportunities that do a better job of keeping viewers in the room. Geico's CTV scores are especially strong. Others in the industry may want to learn from Geico's CTV strategy.

How to Interpret TVision's Scores

All results from this report can be found in TVision's Ad Scoreboard. The platform uses a simple scoring system to benchmark ad attention and viewability performance. Advertisers can access their results and uncover competitive performance in this easy-to-use platform.

For example, a score of 7 indicates that the brand is performing better than 70% of all the brands that TVision measures.

These 30-Second Ads Captured Attention Best

| Ad Name |
The Drivewise App: Tight Squeeze |
The Gecko Eats a Burrito |
Radar: LiMu Emu & Doug |
Sign Spinner: Stay |
Packages | | Creative Breakthrough Score |
103.9 |
100.9 |
101 |
102.6 |
102.1 | | Network Where the Ad Captured Attention the Best |
55.9% |
45.4% |
43.3% |
45.2% |
47.7% | | Top Daypart and % Attention | Prime Time
43.1% | Prime Access
43.5% | Prime Access
43.9% | Prime Time
41.5% | Prime Time
43.1% |

In the chart above we spotlight an additional metric: The Creative Breakthrough Score. TVision's Creative Breakthrough Score compares an ad's performance against other ads that ran in the same pod. Advertisers can use this information, found in TVision's Creative Scoreboard to identify breakthrough ads and optimize media placements to better engage viewers.

The % Attention metrics track what percentage of viewers maintained eyes-on-screen attention for at least 2 seconds. The average % Attention for Linear ads is 37% and 34.5% for CTV ads.

Across the board Primetime and Prime Access dayparts delivered the highest attention for these insurance ads, which is not a surprise as Primetime typically out performs other dayparts. Also notable, NBC delivered the highest attention for both Liberty Mutual and Progressive - indicating the network may also perform well for others in the industry.

Ad Analysis: Allstate

Allstate uses a relatable predicament to capture viewer attention. Let's take a look at what drove performance for the industry's top performing ad, Allstate's "Tight Squeeze".

• Allstate Tight Squeeze Second by Second Attention from TVision on Vimeo

Allstate "Tight Squeeze" Creative Breakthrough: 103.9

TVision’s second-by-second data helps advertisers pinpoint the creative elements - spokespeople, jokes, tones and imagery that best capture viewer attention. In this ad, we see consistently high attention, with spikes at specific voice overs. Watch the full ad and see how viewers paid attention, second by second.

TVision’s Ad Scoreboard provides mid-campaign performance stats so your teams can easily integrate Attention insights into their planning, creative, and measurement processes.