InMobi Advertising has launched FRAME Attention, a certified high-attention media product designed for Mobile In-App Video and Connected TV (CTV) advertising. Validated by Lumen Research, the new offering provides advertisers with a minimum floor of 8,000 Attention Per Mille (APM) and is available globally through Deals and IO for brands and agencies seeking measurable advertising outcomes.
The introduction of FRAME Attention addresses long-standing challenges in digital video advertising by moving beyond traditional viewability metrics. Instead of measuring whether an ad was simply viewable, Attention Per Mille (APM) evaluates the percentage of impressions that were actually viewed and combines this with average viewing time per 1,000 impressions to calculate attentive seconds delivered.
The product represents InMobi's first in-app video attention model built at scale, enabling advertisers to better evaluate campaign effectiveness across both mobile in-app video and Connected TV environments.
"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."
According to independent testing conducted by Lumen Research, InMobi's Mobile In-App Video inventory achieved 3.5 times higher attention performance than comparable YouTube video advertising benchmarks.
The company's Connected TV inventory recorded 9,593 APM, exceeding the streaming benchmark of 7,286 APM by 31%. A separate study conducted by Cint across four million impressions also reported a 67.4% lift in ad recall and a 16.5% increase in brand awareness, both exceeding established CTV brand lift benchmarks.
“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.”
FRAME Attention is available through two dedicated packages: the High Attention Mobile Bundle and the High Attention CTV Bundle. The mobile offering provides certified placements across premium applications with campaign-level reporting from Lumen Research, while the CTV bundle curates premium streaming inventory with independent reporting from either Lumen Research or Adelaide.
The product is part of InMobi's broader FRAME Ad Experience suite, which is designed to support outcome-driven advertising strategies across mobile, desktop, and Connected TV inventory, including Glance properties. By combining certified attention measurement with curated premium inventory, the company aims to help advertisers improve campaign effectiveness and optimize media investments across multiple digital channels.
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.
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.
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