NOT ALL IMPRESSIONS HAVE THE SAME VALUE: ATTENTION IS THE KEY TO EFFECTIVE VIDEO ADVERTISING

29. 4. 2026 | 6 min read One of the most promising developments in video advertising is the emergence of genuine cross-platform measurement—the ability to track impressions across all screens, platforms and devices. However, this progress also raises a fundamental question: are all the impressions combined into a single overall picture really equal? VAB challenges this assumption. Drawing on findings from various studies, it shows that the true value of video lies not in volume, but in attention. In this article, Screenforce summarises the main findings and recommendations.