Coming out of the 2024 NewFronts, GSTV, the national on-the-go video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, unveiled yesterday a new study in collaboration with Lumen Research, the leading technology company for attention measurement, that for the first time quantifies actual visual attention paid to real ads on the network. Lumen found that GSTV viewer attentiveness exceeds attention benchmarks for digital, CTV, and linear television advertising. The study was conducted in alignment with Dentsu’s Attention Economy initiative, enabling comparisons with norms from the agency’s 5-year attention measurement program.
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“As attention metrics grow in importance, GSTV is shown to be a leader in delivering attention to ads on its national video platform, with results across a variety of attention metrics performing significantly better than industry norms.”
Key findings from the study include:
“It’s always exciting to conduct world-first research for media owners – especially when the results prove how impactful and effective their media is,” said Mike Follett, Managing Director, Lumen Research. “As attention metrics grow in importance, GSTV is shown to be a leader in delivering attention to ads on its national video platform, with results across a variety of attention metrics performing significantly better than industry norms.”
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During GSTV’s 2024 IAB NewFronts presentation, Kate Shannon, EVP, Head of Planning at Carat US, a dentsu company, shared: “Dentsu’s work with attention started with research and understanding on what attention even means in media and how you can earn attention. Now, we’re starting to transact on attention with partners like GSTV to drive better outcomes because, ultimately, an attentive exposure sets us up to be as impactful and meaningful as possible for our clients.”
“These exceptional findings provide concrete evidence in support of what we’ve long known about GSTV. The viewer experience inherently possesses the two critical building blocks of attention: physical presence, and visual focus. While television viewers are often distracted by devices – or worse, not even in the room – Lumen found that ads on GSTV are 97% viewable and just 5% of viewers glance at their phone during the viewing experience,” said Eric Z. Sherman, EVP Insights & Analytics, GSTV. “I’m especially proud that this research captured real (not modeled) viewer attention in the medium’s natural (not lab-based) viewing environment.”
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