WARC Features TVision and Realeyes Creative Attention Report
WARC Features TVision and Realeyes Creative Attention Report
January 6
The WARC, which provides unbiased information and insights to the advertising industry, has featured TVision and Realeyes joint report on creative quality's impact on attention. The report, titled "The CMO Guide: Improving Media Efficiency Through Creative Attention" helps advertisers understand how creative strength impacts an ad's ability to breakthrough and engage audiences, and importantly, how advertisers can plan to maximize engagement for high-and low-scoring creative.
WARC subscribers can read the full analysis here.
The full report from TVision and Realeyes can be downloaded here.
More resources from TVision
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.