InMobi launches attention-based video ad product

The product is intended to address limitations in traditional digital video buying,

InMobi Advertising has introduced FRAME Attention, a media product for mobile in-app video and connected TV (CTV) designed to help advertisers buy campaigns based on attention rather than viewability. The product has been validated by Lumen Research and is available globally through deals and insertion orders.

FRAME Attention guarantees a minimum of 8,000 Attention Per Mille (APM), a metric that measures the number of attentive seconds delivered per 1,000 impressions by combining the proportion of ads viewed with average viewing time. The launch marks what InMobi describes as the first in-app video attention model built at scale.

Product targets attention-based media buying

According to InMobi, the product is intended to address limitations in traditional digital video buying, where viewability has been the primary performance metric despite not measuring actual audience attention.

Kunal Nagpal, chief business officer, InMobi: "Brands have spent years optimizing for impressions that were never really seen. FRAME Attention changes the equation. We built the first in-app video attention model at scale because buyers shouldn't have to choose between reach and real attention, and now they don't have to. It's independently verified to capture real human attention, and that attention translates directly into the brand outcomes our clients are measuring against. Working with Lumen Research to validate performance across both mobile and CTV gives buyers a level of confidence that hasn't been available at the supply layer before."

Independent testing measures attention

Lumen Research found that InMobi's mobile in-app video inventory delivered 3.5 times higher attention than comparable YouTube video ads. The company's CTV inventory achieved 9,593 APM, 31 percent above the 7,286 APM streaming benchmark.

In a Cint study covering four million impressions, campaigns using the inventory recorded a 67.4 percent lift in ad recall and a 16.5 percent increase in brand awareness, both above Cint's benchmarks for CTV brand lift studies.

Mike Follett, CEO, Lumen Research: "These are unusually high levels of attention - and due to a combination of simultaneous factors. InMobi unites interactive environments, lightning-fast load time, excellent creative and persistent onscreen presence to deliver very impressive levels of attentional performance."

Available across mobile and CTV

FRAME Attention is available in separate bundles for mobile in-app video and connected TV. The mobile offering includes placements across premium apps with campaign reporting from Lumen Research, while the CTV bundle provides curated streaming inventory with measurement from Lumen Research or Adelaide.

The product forms part of InMobi's wider FRAME Ad Experience suite and is available globally across the company's mobile, desktop and connected TV inventory, including Glance properties.

www.inmobi.com

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