Looking at advertising attention can help brands assess cross-platform TV buys | WARC | The Feed

Measuring media across both linear and connected TV (CTV) can be complicated in terms of performing cross-platform analysis, but attention can be an effective metric with which to compare them. Analysis from TVision, a TV performance metrics company, shows that ad attention in CTV and linear are not the same.

Why it matters

As more spend moves to CTV from linear, understanding the differences between TV platforms is a much more important issue for marketers.

Takeaways