TVision, a leader in television measurement and audience attention data, partnered with Kargo to examine the performance of all CTV ad units between Q4 2024 and Q1 2025. The data shows Kargo's success in commanding and holding viewer attention. TVision and Kargo will present the results of this study, as well as their perspective and insights on custom CTV  ad measurement at ARF Attention, June 5, 2025. 

The study shows that overall Kargo CTV ads consistently drove higher eyes-on-screen attention time compared to CTV ad benchmarks. This demonstrates that Kargo's creative ad units are effectively cutting through the noise and engaging viewers.

The data reveals a substantial lift in attention when using Kargo's CTV ads.

• A remarkable 96% of Kargo ads from the Q4’24 - Q1’25 period exceeded CTV benchmarks for attention time.
• For 15-second ads, the average lift above CTV benchmarks was +10%
• For 30-second ads, the average lift above CTV benchmarks was +24%.

When comparing Kargo Enhanced CTV ad units to standard creative, the enhanced units drove 30% more attention time.

When reviewing performance by hour and daypart, Kargo ads also outperform both CTV and linear attention time benchmarks across all dayparts. Notably, Kargo ads’ attention time peaks during the coveted Prime hours of the day. 

Additionally, TVision and Kargo examined performance by genre. These genre-specific insights provide valuable guidance for advertisers looking to optimize their CTV campaigns for maximum attention. Kargo ads captured the most eyes-on-screen attention within these specific genres:

• 15-second ads: Romance (+45%), Entertainment (+34%), Crime (+33%), and Drama (+32%).
• 30-second ads: Drama (+50%), Romance (+45%), Mystery (+44%), and Cooking (+40%).