Mobile ad firm Kargo creates ‘seconds exposed’ mobile ad format to enter attention market

News 25 Aug 2022 - 2 min read

Mobile ad firm Kargo creates ‘seconds exposed’ mobile ad format to enter attention market

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“The shift to attention-based advertising has been sought by some of our major mobile advertisers," Kargo's Robert Leach says.

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Tags: Kargo mobile advertising attention economy

Brands are increasingly looking at attention in advertising. Mobile ad firm Kargo is catering to that by offering Venti, a new ad product where advertisers pay only for the time the ad is visible to the consumer.

What you need to know:

Mobile ad provider Kargo has announced a timebased ad offering in APAC, allowing advertisers to buy ads based on the time it is visible to the consumer.
The ad format is known as Venti.

Mobile ad company Kargo has created an attention-based advertising product where brands can buy mobile web inventory priced on the amount of time they secure from customers.

The attention-based mobile ad format, called Venti, means advertisers only pay for the time the ad is visible to the consumer. It is a large-scale in article ad that appears in a natural stream of content.

“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,” said Robert Leach, Kargo’s APAC General Manager.

“Attention empowers brands to optimise their campaigns to what is engaging and where time is spent, not just what is seen.”

Clients of Kargo, a mobile SSP, can buy ads based on ‘seconds exposed’.