A new analysis of digital video campaigns suggests advertisers could significantly boost attention by reaching audiences in highly engaged environments, with Venatus Media reporting up to five times higher attention when users are in what it calls an ‘In the Zone;’ mindset.
The findings, developed in partnership with attention measurement firm Lumen Research, point to a growing body of evidence that not all digital environments deliver equal value for video advertisers.
According to the analysis, campaigns delivered within gaming, sports and entertainment contexts – where users are more immersed and cognitively engaged – drive materially stronger outcomes across key attention metrics.
The study found that ‘In the Zone’ audiences are nearly twice as likely to view an ad compared to benchmark instream formats. Once viewed, ads also benefit from deeper engagement, with average view times reaching eight seconds—four times higher than the two-second industry benchmark for standard digital video.
Attention per thousand impressions (APM), a core Lumen metric, was also significantly elevated, with Venatus delivering up to five times higher APM than typical digital video environments.
The analysis is based on Lumen’s eye-tracking methodology, which measures actual visual attention rather than relying on proxies such as viewability alone. It evaluated performance across format and environment, reinforcing the view that context and user mindset are primary drivers of attention outcomes.
Nick Hugh, CEO of Venatus, said the findings highlight a structural shift in how attention behaves across digital media.
“Attention isn’t evenly distributed across digital media,” Hugh said. “In environments where users are deeply engaged, attention is sustained rather than interrupted, making each impression more valuable.”
From Lumen’s perspective, the results underline the relationship between content quality and ad effectiveness.
Mike Follett, CEO of Lumen Research, said attention to advertising is closely tied to attention to the surrounding content. “The more absorbing the environment, the more attention extends to the ads,” he said, pointing to eye-tracking data that demonstrates how user engagement carries through to ad exposure.
The findings also have implications for the Australian market, where advertisers are increasingly seeking evidence that premium environments deliver stronger outcomes.
Pat Mulroney, Country Manager, Australia at Venatus Media said the analysis supports a broader industry push toward quality over quantity in media planning.
“When audiences are truly engaged, attention follows,” Mulroney said. “That creates a more valuable opportunity for brands looking to drive meaningful outcomes.”
