The AI-powered media platform Equativ has announced the integration of its CTV viewer attention feature Creative Enhancements into Maestro by Equativ – the company’s end-to-end curation platform.
This will enable advertisers to bolster audience attention, with greater personalisation in ads. A study by Equativ highlights that a majority – 63 percent – of viewers do not pay attention to ads and 80 percent use a second screen while watching television.
Addressing the Attention Gap
“Today’s consumers are more distracted than ever, which means brands can no longer rely on static, one-size-fits-all creative,” said Frank Maguire, SVP, Product Marketing, from Equativ.
“In an AI-driven world, we have to remember that attention still needs to be earned by adapting ads to fit consumer behaviours, providing value to those consumers, and testing performance. Our creative enhancements are built to do all three, which ultimately leads to better advertiser outcomes”.
Equativ said the integration will let users:
- Create automatic headlines and dynamic captions: Equativ claims advertisers see a 56 percent increase in audience message comprehension, which is a challenge as 66 percent of audiences watch videos with their phone muted.
- Displaying a sports ticker that shows sports results within CTV, video, and display ads: Equativ draws on research with TVision that showed viewers are 14 percent more likely to pay attention to a CTV commercial with this feature.
- A countdown timer on ads to boost consumer recall: Equativ says this feature makes viewers 43 percent more likely to remember the start date of a promotion.
- Product catalog or QR codes in ads: These shoppable overlays reportedly drive better ad recall from consumers with a 12 percent uplift.
Equativ announced toward the end of last year the launch of Maestro Media Planning Agent, an agentic media planner that can turn media briefs into actionable deal strategies.
“With our Media Planning agents, traders stay fully in the driver’s seat, and the agent does the heavy lifting,” said Ben Skinazi, CMO at Equativ.
