Industry Comparison Retail
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.
How Retail Brands Measure Up for Viewer Attention
More than nearly any other industry, retail advertising is seasonal, with Holiday advertising driving the bulk of impressions and new creative for this group. But how do brands like Walmart, Target, Lowe’s, Home Depot, and Kohl’s breakthrough to capture attention in a busy season? Here we take a closer look at how well these advertisers engage their audience.
If you're interested in more context and further analysis of the top creative for these brands, be sure to watch our Retail Industry Spotlight webinar.
| Linear Viewability | |||||
| Linear Attention | |||||
| CTV Viewability | |||||
| CTV Attention |
When we look at the above data, we see little variance in scores. Most retailers are performing within the average zone. Home Depot stands out with better than average attention for Linear TV ads, and Kohl’s CTV advertising is outperforming the industry and its linear campaigns.
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 | Feeling Squeezed? |
Totally Smooth |
Parking Lot: Early Morning |
Holidays: Dance |
Season of Curiosity |
| Creative Breakthrough Score | 101.1 |
101.3 |
101.4 |
101.1 |
102.8 |
| Network Where the Ad Captured Attention the Best | 55.9% |
46.7% |
52.9% |
45.2% |
48.9% |
| Top Daypart and % Attention | Early Morning 38.7% |
Morning 40.5% |
Overnight 38.5% |
Prime Access 42.5% |
Morning 45.6% |
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 36% and 34.5% for CTV ads. Retailers see the best ad attention in the morning dayparts, with several of these ads also doing well in Primetime.
Ad Analysis: Target
Target’s seasonal, Back-to-School ad uses music and Target’s trademark fast paced scene movement to capture attention.
Playing in picture-in-picture
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 when the musical notes change. Watch the full ad and see how viewers paid attention, second by second.
This level of detail is available across every brand and ad in Ad Scoreboard.
Retail Advertisers on CTV
With TVision's CTV Adoption Score in Ad Scoreboard, advertisers are able to understand their investment in CTV compared to their competitors. These five retail advertisers are investing in CTV at relatively standard rates compared to all TV advertisers.
| CTV Adoption Score |
Ads that capture attention on linear, don't always perform the same way on CTV, and so advertisers making significant CTV investments need to understand where their campaigns perform best on CTV. In the case of these retail advertisers, MVPD apps like AT&T Now and Spectrum, which deliver a linear-like viewing experience are also delivering the most ad attention.
| CTV App Where the Brand Captured Attention Best | 46.6% |
43.4% |
54.4% |
43.5% |
51.1% |
Retail Brands See Different Levels of Attention Across Linear TV Placements
Linear television delivers 36% ad attention on average, but across networks and dayparts there are significant variances in attention. Savvy retailers use TVision's Ad Scoreboard to pinpoint the networks and dayparts where they - and their competitors - perform best, and re-assign inventory and creative accordingly.
| Linear TV Network Where the Brand Captured Attention Best | 38.6% |
38.8% |
40.4% |
39.5% |
41.5% |
| Linear TV Daypart Where the Brand Captured Attention Best | Late Fringe 35.4% |
Late Fringe 35.3% |
Morning 37.6% |
Prime Time 36.3% |
Morning 35.5% |
These are the Demos Where Retail Advertisers Perform Best
In the battle for brand awareness, retail advertisers are trying to reach key demos at the right time, to ensure their brands are top of mind at critical seasonal buying times. But many of these brands have a hard time capturing average attention from specific demos. The Home Depot was able to capture attention better than average from the hard-to-engage 18-29 year old demo across both CTV and Linear. The below average attention could be due to the high volume of ads these retailers run, which target a diverse set of demos.
| Best Performing Linear Demo and Ad Attention Difference From the Norm | 50 - 59 -0.10% |
50 -59 -3.00% |
18 - 29 +1.20% |
50 - 59 -1.10% |
60+ -0.70% |
| Best Performing CTV Demo and Ad Attention Difference From the Norm | 18 - 29 -0.60% |
30-39 -1.10% |
18 - 29 +1.20% |
30 - 39 +4.30% |
50+ +1.50% |
TVision Methodology
TVision maintains an opt-in panel of 5,000 TV and CTV viewing households and is able to report second by second attention and viewability for 13,000+ viewers. Data in this report was compiled between October 25, 2021 and October 25, 2022.