Advertisements on Kargo CTV format garner 88% more viewer attention compared to YouTube advertisements, reveals a study.
In a significant development for the future of Connected TV (CTV) strategy and media planning, Kargo's creative optimization platform has announced research demonstrating attention advantages over YouTube advertising in CTV environments. The study's findings, announced on September 10, 2025, build on Kargo's participation in TVision's Incremental Reach & Frequency beta program throughout 2025.
The research, conducted within premium CTV environments, compared Kargo's creative formats against YouTube and industry benchmarks within CTV advertising contexts. The study reveals that Kargo's 30-second CTV advertisements achieve 88% longer viewer attention than YouTube's equivalent CTV placements. Moreover, Kargo's 15-second formats demonstrated a 55% attention advantage compared to YouTube's standard offerings.
Enhanced Branded Canvas advertisements, a part of Kargo's creative suite, engaged viewers 25% longer than traditional 30-second CTV benchmarks and captured attention 76% longer than standard industry measurements for 30-second ads. The technical implementation of attention measurement in the study relies on computer vision technology and eye-tracking methodologies to assess viewer focus during advertisement exposure.
The study's results support emerging trends in CTV advertising effectiveness, where advertisers report significant sales increases and improved brand awareness when performance TV integrates with other digital channels. This is particularly noteworthy as CTV officially surpassed combined broadcast and cable television viewing for the first time in May 2025, reaching 44.8% of total television consumption.
Multitasking behaviours are prevalent among CTV viewers, with 95% of viewers multitasking while watching television. Creating opportunities for creative formats that can capture attention through visual distinction and contextual relevance is crucial in such scenarios.
TVision's measurement approach captures moment-by-moment attention data, enabling precise comparison of creative format performance across different viewing contexts and audience segments. The analysis highlighted the Enhanced Branded Canvas format as a standout performer within Kargo's creative suite.
The study's findings suggest that Kargo's approach of exclusive premium supply access ensures advertisements appear within high-quality content environments, which supports the attention performance documented in the research. Kargo's 30-second campaigns generated a meaningful 32% lift in attention time over corresponding YouTube advertisements.
The search results do not specify which advertisers use Kargo's Enhanced Branded Canvas format for CTV campaigns. However, the study's findings have future implications for CTV strategy development and media planning optimisation, as advertisers utilizing attention-based metrics can make more informed decisions about creative format selection, budget allocation, and platform targeting.
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