Kargo, a leading platform specializing in creative optimization, is making significant strides in Connected TV (CTV) advertising by delivering stronger performance and smarter measurement for advertisers. In collaboration with TVision, a prominent authority in TV measurement and audience attention data, Kargo’s latest campaign results showcase a substantial improvement in capturing consumer attention on a large scale, driven by its impactful creatives and innovative ad formats.
A recent study conducted by TVision found that Kargo’s CTV campaigns notably exceeded industry benchmarks in maintaining viewer attention. Specifically, Kargo’s CTV impressions were 78% more effective at holding viewers’ eyes on-screen compared to standard CTV ads. Furthermore, their 15-second ads retained attention 50% longer, while 30-second ads kept viewers focused an impressive 74% longer than benchmark averages.
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Kargo’s Enhanced Branded Canvas format, which surrounds the video with dynamic brand imagery, demonstrated even stronger results. According to TVision, viewers dedicated 7% more attention time to the 15-second Enhanced Branded Canvas format than to comparable 15-second CTV ads, and the attention span for this format was 55% longer. For 30-second ads, viewers spent 25% more time engaged with Kargo’s Enhanced Branded Canvas, with attention sustained 76% longer than the industry benchmark for similar CTV ads.
These findings reinforce Kargo’s leadership in premium CTV advertising, where success is increasingly measured not merely by the number of impressions served but by the quality of audience engagement and the ability to drive genuine business outcomes. This momentum follows Kargo’s early participation in TVision’s Incremental Reach & Frequency beta, a pioneering approach for CTV campaigns that blends TVision’s attention metrics with traditional reach and frequency data to quantify the number of additional attentive viewers exposed to a campaign.
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Alena Morris, Kargo’s Vice President of Product Marketing, emphasized the importance of attention in today’s CTV landscape, calling it the “new currency” for brand strategy. She noted that Kargo’s success with the Enhanced Branded Canvas format proves that compelling creative content within premium environments not only expands reach but also secures enduring audience attention, ultimately boosting campaign effectiveness.
Hassan Babajane, Chief Revenue Officer at TVision, praised Kargo’s custom CTV campaigns for their exceptional attention and engagement levels. He highlighted Kargo’s role as an early adopter of TVision’s always-on CTV Measurement Platform, which continues to validate that high-engagement advertising strategies deliver superior outcomes.
TVision’s proprietary technology tracks and analyzes factors such as in-room presence, co-viewing, and attention devoted to specific TV ads and programs. Importantly, this data is gathered exclusively through a 100% opt-in process to ensure privacy and compliance.
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