InMobi Advertising Launches FRAME Attention, Delivering 3.5x More Attentive Seconds Than YouTube Equivalent Video Ads

Certified high-attention media offering across Mobile In-App Video and Connected TV validated by Lumen Research

NEW YORK--(BUSINESS WIRE)--InMobi Advertising, part of global technology company InMobi, today announced FRAME Attention, a certified high-attention media product available across Mobile In-App Video and Connected TV (CTV). Validated by Lumen Research, a trusted partner in attention measurement, FRAME Attention promises a minimum floor of 8,000 Attention Per Mille (“APM”) and is available via Deals and IO to brand advertisers and agencies worldwide.

The launch addresses a fundamental limitation in how digital video has long been bought and measured — and marks the first in-app video attention model built at scale, closing a gap that's existed since attention measurement moved past viewability. APM captures what viewability cannot, measuring the percentage of impressions actually viewed multiplied by average view time per 1,000 impressions to produce a count of attentive seconds delivered.

"Brands have spent years optimizing for impressions that were never really seen," said Kunal Nagpal, Chief Business Officer at InMobi. "FRAME Attention changes the equation. We built the first in-app video attention model at scale because buyers shouldn't have to choose between reach and real attention, and now they don't have to. It's independently verified to capture real human attention, and that attention translates directly into the brand outcomes our clients are measuring against. Working with Lumen Research to validate performance across both mobile and CTV gives buyers a level of confidence that hasn't been available at the supply layer before."

Independent testing by Lumen Research found that InMobi's Mobile In-App Video inventory achieved 3.5x better than standard YouTube equivalent video ads. CTV inventory reached 9,593 APM, outperforming the 7,286 APM streaming benchmark by 31%. Those elevated scores carried through to brand outcomes in a Cint-measured study run across four million impressions, which recorded a 67.4% lift in ad recall and a 16.5% lift in brand awareness, both above Cint's established benchmarks for CTV brand lift studies.

“These are unusually high levels of attention - and due to a combination of simultaneous factors,” said Mike Follett, CEO of Lumen Research. “InMobi unites interactive environments, lightning-fast load time, excellent creative and persistent onscreen presence to deliver very impressive levels of attentional performance.”

InMobi's advantage is structural rather than algorithmic. InMobi operates at the supply layer, it can directly curate high-attention environments, promising a minimum APM floor; and then utilizing creative authoring and SDK-level controls for consistent, engaged user experiences measured through third-party verification. This level of certainty cannot be replicated through any buy-side optimization tool alone.

FRAME Attention is available in two bundles, one for mobile in-app video and one for CTV, the two screens where video attention is most concentrated. The High Attention Mobile Bundle delivers certified placements across premium apps, reaching audiences in active sessions, with Lumen attention reporting on every campaign. The High Attention CTV Bundle curates premium streaming inventory for engaged viewing, with outcomes independently reported by Lumen Research or Adelaide. Together, they give buyers one partner, one certified standard, and one measurement currency spanning the phone in hand and the TV at home.

The product is part of InMobi's broader FRAME Ad Experience suite, designed to move agencies and brand advertisers beyond reach-and-frequency planning toward outcome-driven media investment. It is available globally across InMobi's mobile, desktop, and CTV supply, including Glance properties.

About InMobi Advertising
InMobi Advertising, part of global technology company InMobi, is an agentic advertising platform helping brands and merchants achieve their business outcomes. Through its proprietary intelligence, AI-led solutions, and vast consumer reach — including flagship consumer platform Glance — InMobi Advertising delivers the omnichannel performance defining what's next in advertising and commerce. Glance is owned and operated by Glance InMobi Pte. Ltd., a non-consolidated subsidiary of InMobi Pte. Ltd. To learn more, visit advertising.inmobi.com.

About Lumen Research
Lumen Research is an eye-tracking technology company that is expanding our understanding of human attention, and helping brands to turn attention into action.

The company initially developed patented eye-tracking technology for creative attention studies, helping advertisers understand how consumers view advertising across online and offline media. Since then, Lumen has evolved to focus on helping brands plan, buy, measure, and optimise advertising based on attention across all types of media.