Study reveals that CTV commercial formats garner 88% more viewer attention compared to YouTube ads.
In the rapidly evolving landscape of advertising, the importance of attention-based metrics has never been more significant. A recent study by Kargo's creative optimization platform has revealed that their premium creative formats deliver substantially longer and more sustained viewer engagement across multiple ad lengths, outperforming YouTube advertising in Connected TV environments.
The research, announced on September 10, 2025, was conducted in partnership with TVision and built on Kargo's participation in TVision's Incremental Reach & Frequency beta program throughout 2025. The study analyzed attention performance across premium CTV environments, comparing Kargo's creative formats against YouTube and industry benchmarks within Connected TV advertising contexts.
The research methodology utilized TVision's second-by-second, person-level measurement capabilities to analyze viewer behavior across different advertising environments. The findings support emerging trends in CTV advertising effectiveness, with 65% of advertisers reporting significant sales increases when performance TV integrates with other digital channels.
One of the standout performers within Kargo's creative suite was the Enhanced Branded Canvas format. This format demonstrated consistent attention advantages across multiple metrics and advertisement lengths. In comparison to traditional 30-second CTV benchmarks, Enhanced Branded Canvas advertisements engaged viewers 25% longer, and captured attention 76% longer than standard industry measurements for 30-second ads.
Kargo's 30-second advertisements held viewer attention 88% longer than YouTube's equivalent CTV placements, while Kargo 15-second formats demonstrated a 55% attention advantage compared to YouTube's standard offerings. Furthermore, Kargo 30-second campaigns generated a meaningful 32% lift in attention time over corresponding YouTube advertisements.
The technical implementation of attention measurement relies on computer vision technology and eye-tracking methodologies. The Enhanced Branded Canvas format addresses specific challenges within CTV advertising execution, such as maintaining viewer attention amid multitasking behaviors.
This data-driven approach supports improved return on advertising investment and campaign effectiveness. As Connected TV surpassed traditional television viewing in May 2025, reaching 44.8% of total television consumption, understanding attention quality becomes crucial for campaign optimization and return on advertising investment.
Advertisers utilizing this information can make more informed decisions about creative format selection, budget allocation, and platform targeting, ensuring their advertising dollars are spent effectively in the ever-growing CTV advertising market.
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