Mobile advertising provider Kargo has launched a time-based ad offering in Asia-Pacific, enabling advertisers across the region to buy mobile web ad units priced on the attention rate they secure from consumers.
The attention-based mobile ad format, Venti, enables advertisers to transact their mobile web advertising campaigns on a time basis, or cost per engagement metric.
Under the new attention-based model, the advertiser only pays for the time the ad is visible to the consumer, while the large real estate, or size of the mobile ad, ensures the ad is the centre of attention on the mobile screen. The mobile ad formats are built to secure a consumer’s attention and are aimed at providing a better outcome for brands.
Venti is a large-scale in-article ad format that appears within the user’s natural stream of content. This unit is width responsive and takes up most of the screen as the user scrolls down the page.
Robert Leach, Kargo’s general manager for APAC, said: “The shift to attention-based advertising has been sought by some of our major mobile advertisers, and we believe the launch of our time-based ad format, Venti, will drive significant brand and direct response investment from media spenders in the Asia-Pacific region.
“Attention empowers brands to optimise their campaigns to what is engaging and where time is spent, not just what is seen.”
Earlier in the month, Kargo acquired Ziggeo, a video player and technology company. In March, Kargo acquired the attention-based mobile advertising business, Parsec, expanding the ability of advertisers to buy digital media using the time an ad is exposed on screen across a variety of unique creative formats.
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