ShowHeroes launches attention measurement for CTV with Adelaide


ShowHeroes, a global leader in digital video content, technology, and sustainable advertising solutions, has announced the launch of its attention measurement solution for Connected TV video advertising in partnership with Adelaide.

The innovation marks a step forward for effective digital advertising on the industry’s most engaging screens, the firm said.

ShowHeroes attention measurement

With ShowHeroes’ attention measurement offerings now including CTV, advertisers have a fully integrated approach with cross-device insights to strategically plan, activate, and optimise campaigns to capture consumer attention.

Paired with ShowHeroes’ creative formats, e.g. with QR codes, personalised media curation, and measurement, brands can understand the true return on media investment while gaining unique insights into every audience’s on-screen attention.

Advertising on Connected TV is an increasingly lucrative strategy in every global market.

Advertising-supported TV streaming in the US is predicted to rise by 16 million users compared to paid TV streaming’s predicted fall of 10 million in the same period.

In Latin America, the second most penetrated digital video market in the world, a majority of the region’s streaming hours occur on CTV with 85% of users preferring content on CTV rather than via linear, according to Insider Intelligence.

The increased viability of attention measurement across all channels marks a paradigm shift in digital advertising as it provides a far more revealing perspective of audience engagement compared to impressions or viewability.

To generate attention ratings for ShowHeroes’ CTV campaigns, Adelaide’s model utilises panel-based eye-tracking data from TVision—a leading TV measurement company—along with full-funnel outcome data and other media quality indicators.

Attention data can then be leveraged programmatically to target supply based on the likelihood of attention and impact.

Moreover, advertisers can directly compare Adelaide’s attention ratings of CTV placements with those across other ad formats and channels.

“Adelaide has been exciting to work with – the future of CTV advertising couldn’t be shaped with more expertise,” said Sarah Lewis, Global Director CTV at ShowHeroes.

“At ShowHeroes, we’ve been innovating and building new solutions to take CTV advertising even further over the years, proving in our groundbreaking 2022 study that it’s one of the most engaging mediums available to advertisers.

“By offering attention metrics, we’re taking the next big step.”

Marc Guldimann, CEO of Adelaide, said: “Our partnership with ShowHeroes addresses the need for increased media quality transparency in CTV”.

“Through this collaboration, advertisers gain a deeper understanding of CTV advertising effectiveness, anchored in brand outcomes and platform-specific quality signals.

“We are excited to work with ShowHeroes to improve CTV media buying and help advertisers maximise the channel’s inherent value.”