Upfront 2021: Attention Guarantees Improve Campaign Performance
Upfront 2021: Attention Guarantees Improve Campaign Performance
May 17
Attention continues to gain traction with advertisers and the television industry as a way to more effectively measure television and maximize the value of every ad dollar. As Paolo Provinciali, head of media at AB inBev told Digiday, "We’re working with the networks and all our media partners to figure out ways we can collaborate together and make attention a guarantee the same way I’m guaranteed in-demo reach.” Provinciali continued, “And then making sure what I’m buying commands a certain level of viewable or attentive impression.”
In fact the sixth tip of TVision's Upfront planning eBook - Six Things Marketers Need to Know this Upfront Season - examines Paolo's successful campaign for Budweiser with A+E where the beer manufacturer saw a 7.6% increases in viewable impressions.
Download the eBook now to learn more.
Marketers looking to increase the value of their advertising campaigns this Upfront season can start with these steps:
For more detailed information, and to start planning campaigns based on attention, download the eBook.
More resources from TVision
Why the World Cup's Quietest Matches Won the Most Attention
Going into the tournament, the script wrote itself. Argentina, Spain, France, England, Germany, Portugal, the Netherlands were the blue-chip names that would carry the summer. And on reach, they did exactly that. The biggest TV audiences landed where everyone assumed they would: the USA games, Brazil, the powerhouses. Then we looked at attention and the script came apart.
TVision's New TV Attention and Creative Impact Report
Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.
TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology
Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform.
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