InMobi FRAME Attention is setting a new benchmark for video advertising by delivering certified high-attention media across Mobile In-App Video and Connected TV (CTV). InMobi FRAME Attention offers advertisers verified attention metrics backed by Lumen Research. Furthermore, InMobi FRAME Attention introduces a scalable approach that helps brands measure real audience engagement instead of relying only on traditional viewability metrics.
InMobi Advertising, part of global technology company InMobi, announced the global launch of FRAME Attention. The new advertising solution is available through Deals and IO for agencies and brand advertisers worldwide. Moreover, the product guarantees a minimum floor of 8,000 Attention Per Mille (APM), offering marketers greater confidence in campaign performance.
The launch addresses a long-standing challenge in digital video advertising. For years, advertisers relied heavily on impressions and viewability metrics. However, those measurements often failed to reflect genuine audience attention. Consequently, InMobi developed the industry’s first in-app video attention model at scale.
FRAME Attention Brings Verified Audience Measurement
Attention Per Mille measures attentive seconds rather than simple ad visibility. The metric combines the percentage of impressions viewed with the average viewing duration for every 1,000 impressions. As a result, advertisers receive a clearer picture of actual consumer engagement.
“Brands have spent years optimizing for impressions that were never really seen,” said Kunal Nagpal, Chief Business Officer at InMobi. “FRAME Attention changes the equation. We built the first in-app video attention model at scale because buyers shouldn’t have to choose between reach and real attention, and now they don’t have to. It’s independently verified to capture real human attention, and that attention translates directly into the brand outcomes our clients are measuring against. Working with Lumen Research to validate performance across both mobile and CTV gives buyers a level of confidence that hasn’t been available at the supply layer before.”
Independent testing conducted by Lumen Research highlighted strong performance across InMobi’s advertising inventory. The company’s Mobile In-App Video inventory generated 3.5 times more attentive seconds than comparable YouTube equivalent video advertisements.
Additionally, InMobi’s Connected TV inventory achieved 9,593 APM. That result exceeded the streaming industry benchmark of 7,286 APM by 31 percent. Therefore, advertisers can expect stronger audience attention across premium video environments.
Supply-Layer Innovation Supports Better Brand Outcomes
Campaign performance also translated into stronger brand outcomes. A Cint-measured study covering four million impressions reported a 67.4 percent increase in ad recall. Furthermore, the campaign achieved a 16.5 percent lift in brand awareness, surpassing Cint’s established CTV brand lift benchmarks.
“These are unusually high levels of attention – and due to a combination of simultaneous factors,” said Mike Follett, CEO of Lumen Research. “InMobi unites interactive environments, lightning-fast load time, excellent creative and persistent onscreen presence to deliver very impressive levels of attentional performance.”
Unlike traditional optimization methods, InMobi’s advantage comes from its supply-layer infrastructure. The company directly curates premium, high-attention advertising environments instead of depending only on buy-side optimization technology. Additionally, creative authoring capabilities and SDK-level controls support consistent user experiences across campaigns.
Third-party verification strengthens campaign transparency and measurement. Consequently, advertisers receive certified reporting alongside measurable attention performance.
FRAME Attention is available through two dedicated advertising bundles. One bundle serves Mobile In-App Video campaigns, while the other focuses on Connected TV inventory. The mobile offering delivers certified placements across premium applications during active user sessions. Meanwhile, the CTV package curates premium streaming inventory with independent reporting from either Lumen Research or Adelaide.
Together, both offerings provide advertisers with one trusted partner, one certified attention standard, and one consistent measurement framework across mobile devices and television screens.
FRAME Attention also expands InMobi’s broader FRAME Ad Experience portfolio. The suite helps agencies and brand advertisers shift from traditional reach-based planning toward outcome-focused media investment. The solution is available globally across InMobi’s mobile, desktop, and Connected TV inventory, including Glance properties.
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News Source: Businesswire.com
