KERV Launches Attention Measurement 'Breakthrough'

Austin, Texas-based video advertising firm KERV Interactive has launched the Active Attention Index (AAI), billed as 'a breakthrough in attention measurement', which measures the quality and quantity of its user actions as they engage with its platform.

KERV's technology taps machine learning techniques and AI to create shoppable and immersive experiences within video. The firm says it 'recognizes depth, dimension, and objects in a video in real-time more accurately than the human eye'. The company is a member of the IAB's Attention Task Force, and says the new AAI has been tested with a number of client partners across categories including food and beverage, retail, auto and electronics, increasing overall Active Attention scores by double-digits month over month.

The AAI tracks more than fifteen key performance metrics, including hovers, clicks, conversions and time spent, to determine the 'Active Attention' of a viewer, then assigns weighted scores to each touchpoint to calculate an overall AAI performance score. Advertisers can use this to adjust creative in real time.

COO and Chief Innovation Officer Marika Roque (pictured) says attention 'is becoming an increasingly precious commodity for advertisers, and comments: 'Thanks to KERV's inherently interactive platform, we already possess the capabilities to track and measure deeper engagement metrics. It was just a matter of figuring out the right formula to create a holistic portrait of audience attention and provide advertisers with the data-driven insights they need to optimize campaigns effectively'.

CRO Jay Wolff adds: 'Unlike other attention metrics, the Active Attention Index is deterministic, making it extremely accurate and reliable in capturing the authentic attention of viewers'.

The firm is on the web at www.kerv.ai .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.