VIDEO

Sean Cunningham, VAB president & CEO sat down with Beet.TV to share details of VAB's year-long study with TVision tracking how viewers watch connected TV across 22 platforms. Instead of relying on surveys or self-reported viewing habits, the research used eye-tracking technology to measure what people really were doing in front of the screen.

In this interview, he shares key points from VAB's latest release, “The Impression Gap,” which argues that not all impressions deliver the same level of attention or advertising value - answering what works harder for marketers on CTV - Premium Video or YouTube?

Sean says the industry has spent years debating what “premium video” really means. His answer: stop arguing and start measuring where people are actually looking.

Want to learn more? Download our full report. Read more about Sean's interview here.