# Frameplay Announces New Attention Metric in Video Game Environments, Validated in Partnership with dentsu’s Attention Economy Team by First-to-Market Studies
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-04-05
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Frameplay Introduces Intrinsic Time-in-View Metric for
Meta Description: Discover how Frameplay's new attention metric, validated by Lumen and eye square, is revolutionizing gaming ad effectiveness. Learn more at www.frameplay.gg.
URL: https://financedigest.com/frameplay-announces-new-attention-metric-in-video-game-environments-validated-in-partnership-with-dentsus-attention-economy-team-by-first-to-market-studieshtml

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SAN FRANCISCO – April 5, 2022 – [Frameplay](https://www.frameplay.gg/), the global leader in enabling intrinsic in-game advertising, today announced the first-to-market attention metric called Intrinsic Time-in-View. The metric is built upon Frameplay’s proprietary, industry-leading viewability capability, and has been double-validated by studies from [Lumen](https://lumen-research.com/) and [eye square](https://www.eye-square.com/en/), and recognized by [dentsu International](https://www.dentsu.com/)’s award-winning Attention Economy team as a pioneering solution for measuring attention in the gaming space.

“Our proprietary intrinsic in-game viewability technology has been at the forefront of our product offering since our company’s inception,” said Jonathon Troughton, CEO of Frameplay. “We are proud to share that we have further validated the efficacy of our advertising solution, with results from our two eye tracking studies showing a strong correlation between our intrinsic in-game viewability algorithm and intrinsic time-in-view viewability duration metric as substantial indicators of attention.”

Frameplay’s Intrinsic Time-in-View measures the length of time an ad impression is viewable during game play. An impression is only considered viewable if it [meets Frameplay’s intrinsic in-game advertising proprietary and market-leading viewability requirements](https://www.financedigest.com/lack-of-collaboration-and-skills-shortage-is-limiting-organisations-ability-to-meet-ifrs-9-requirements.html "Lack of collaboration and skills shortage is limiting organisations’ ability to meet IFRS 9 requirements"). The [studies leveraged an intrinsic in-game advertising campaign for dentsu’s](https://www.financedigest.com/national-cinemedia-releases-first-cinema-attention-measurement-study-conducted-by-lumen-in-collaboration-with-dentsu.html "National CineMedia releases first cinema attention measurement study, conducted by Lumen in collaboration with dentsu") client McCormick and their Frank’s RedHot brand in Frameplay’s exclusive gaming inventory.

“The average [consumer sees](https://www.financedigest.com/britains-next-sees-lower-profit-in-2023-as-consumer-outlook-darkens.html "Britain’s Next sees lower profit in 2023 as consumer outlook darkens") over 4,000 ads in any given day, so it is imperative that advertisers start evaluating channels through the lens of attention metrics, which are more indicative of meaningful exposures,” said Joanne Leong, Vice President, Global Media Partnerships at dentsu. “The results from these [studies validate proven attention](https://www.financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-time.html "Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time") in Frameplay’s gaming inventory, and we will use this data in planning as we evaluate future intrinsic in-game opportunities.”

Frameplay [partnered with both Lumen](https://www.financedigest.com/teads-partners-with-lumen-research-to-offer-attention-measurement-to-clients-globally.html "Teads partners with Lumen Research to offer attention measurement to clients globally") and independently, eye square, to analyze and compare Frameplay’s Intrinsic Time-in-View calculation with their respective eye tracking measurement. Both companies, using unique and differing methodologies and technologies, validated with confidence that Frameplay’s Intrinsic Time-in-View measurement is a viable [measure of attention](https://www.financedigest.com/adnami-outlines-new-metrics-for-the-measurement-of-attention-in-high-impact-advertising.html "Adnami outlines new metrics for the measurement of attention in high impact advertising").

Lumen concluded the following take-aways:

1. Lumen’s average viewable time metric was consistent with Frameplay’s Intrinsic Time-in-View metric for calculating viewable time
2. The [advertisement analyzed successfully captured 1.4x more attention](https://www.financedigest.com/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-and-attention-for-advertisers-in-new-study.html "Playground xyz shines a light on the nuanced interplay between context, creativity and attention for advertisers in new study") of the gamers vs the norm, performing significantly higher than Lumen’s comparative norm of mobile display
3. Overall [attention produced by Frameplay’s Intrinsic In-Game campaign analyzed by Lumen](https://www.financedigest.com/lumen-releases-report-from-pwc-on-the-roi-of-attention-technology.html "Lumen Releases Report from PwC on the ROI of Attention Technology") outweighed the mobile display norm
4. [Lumen’s results indicated that Frameplay’s Intrinsic In-Game Advertising](https://www.financedigest.com/new-report-from-anzu-and-lumen-unveils-gamings-untapped-potential-for-attention-driven-advertising.html "New Report From Anzu and Lumen Unveils Gaming’s Untapped Potential for Attention-Driven Advertising") performed similarly to social in-feed video norms and outperformed every other social, web, and mobile formats, including social in-feed image.

eye square concluded the following take-aways:

1. Critically [testing Intrinsic Time-in-View turned out to be very close to the true real-life value provided by eye square’s eye tracking](https://www.financedigest.com/ferrari-enel-x-plan-solar-plant-near-fiorano-test-track.html "Ferrari, Enel X plan solar plant near Fiorano test track") measurement
2. Intrinsic banner ads in [mobile games](https://www.financedigest.com/mobile-games-developer-huuuge-says-has-24-2-million-at-svb.html "Mobile games developer Huuuge says has .2 million at SVB") are highly appreciated, while in contrast, interrupting video ads are not liked at all
3. Real [world inspired branding](https://www.financedigest.com/how-music-sound-can-help-financial-brands-differentiate-in-a-competitive-world.html "How Music & Sound Can Help Financial Brands Differentiate in a Competitive World") and sponsorships will improve gameplay experience and subjective life-world authenticity
4. eye square sees great potential in Frameplay’s innovative ad framework technology to satisfy the [changing commercial and cultural needs of advertisers](https://www.financedigest.com/uk-watchdog-warns-crypto-firms-to-prepare-for-advertising-rule-change.html "UK watchdog warns crypto firms to prepare for advertising rule change"), companies and gamers

To learn more about how Frameplay is pioneering the intrinsic in-game industry, visit [www.frameplay.gg](http://www.frameplay.gg).

![](https://www.globalbankingandfinance.com/wp-content/uploads/2022/04/Lumen-Research-release-Chart-1.jpg)

**About Frameplay**

Frameplay is the [global intrinsic in-game advertising](https://www.financedigest.com/cavai-and-mediamath-announce-global-partnership-to-deliver-conversational-advertising-programmatically.html "Cavai and MediaMath announce global partnership to deliver conversational advertising programmatically") leader headquartered in San Francisco, California with worldwide offices and teams supporting NA, EMEA, LATAM, and APAC. Frameplay enables game developers to easily place impactful advertising intrinsically within [video](https://www.financedigest.com/ubisoft-shares-slump-20-after-french-video-game-maker-warns-on-revenue.html "Ubisoft shares slump 20% after French video game maker warns on revenue") game environments without disrupting the gameplay performance or experience. The result is amplified brand exposure for advertisers, additional revenue for developers, and an enjoyable, uninterrupted experience for gamers. For more information, visit [www.frameplay.gg](http://www.frameplay.gg/).

**About dentsu International**

Part of dentsu, dentsu international is made up of six leadership brands – Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen and Merkle, all of which are [supported by its specialist divisions and scaled services](https://www.financedigest.com/bny-mellon-strengthens-support-for-treasury-services-clients-in-germany-with-appointment-of-gungor-taner.html "BNY MELLON STRENGTHENS SUPPORT FOR TREASURY SERVICES CLIENTS IN GERMANY WITH APPOINTMENT OF GÜNGÖR TANER"). Dentsu International helps clients to win, keep and [grow their best customers](https://www.financedigest.com/the-cervical-total-disc-replacement-market-to-grow-based-on-customized-digitization.html "The Cervical Total Disc Replacement Market to grow based on customized digitization") and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, [customer experience](https://www.financedigest.com/how-partnerships-fuel-fintech-innovation-and-help-banks-deliver-a-better-customer-experience.html "How Partnerships Fuel Fintech Innovation and Help Banks Deliver a Better Customer Experience") management (CXM), and creative, dentsu international operates in over 145 markets worldwide with more than 45,000 dedicated specialists.

[www.dentsu.com](http://www.dentsu.com/)

**This is a Sponsored Feature.**


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