Benelux Premium Video Planning Tool CAPTIVATING MOBILE SOLUTIONS
The Attention Economy Has Changed
Your audience isn't watching Brand Ads on Social.
The research is in. The platforms have admitted it. Here's what actually works — and how to prove it without waiting for an MMM model.
Social Media
1.1s
Instagram
1.7s
Facebook
2.6s
TikTok
Average brand ad attention across social. Pick your platform — none escape it.
Platforms now prioritise creator content over brand ads — their own data confirms it. Your budget competes with influencers for algorithmic reach it won't win. Lumen Research · Dentsu Brand Reset (2024)
Rewarded Video
22.3s
Voluntary attention per view. The player chose to watch.
YouTube unskippable forces a view — research shows voluntary attention drives far stronger brand recall. Rewarded Video is opt-in by design: the viewer asks to be there. 85–95% completion rate. Lumen Research
The Blindspot
26%
of your target audience barely sees your social ads.
Qrious Insight tracked 15,000 consumers: Light Social users receive only ⅕ the ad frequency of everyone else. They're not unreachable — they spend 2.6h/day gaming. No MMM needed to prove it. IAB-approved incrementality study (2024)
Small Shift. Big Results.
The one place your audience will actually watch your brand ad.
Keep your social plan. Add just €10,000 in premium in-app video and see what it delivers on top — incremental reach, voluntary attention, and an audience your social budget simply can't touch.
vs 52.1% display banners · IVT 0.04% (25× cleaner)
▶️
Completed Views
—
full ad watched · 85%+ completion rate
⏱
Total Attention Seconds
—
vs ~2s avg on social feeds
⚡
APM — Attention Per Mille
—
attentive seconds per 1,000 impressions
💰
Cost Per Completed View
—
blended CPM: —
📊
Total Verified Impressions
—
97% viewability · IVT 0.04%
Campaign at a Glance
—
APM — Attention Per Mille
Attentive seconds delivered per 1,000 impressions. The metric that tells you how much genuine brain time your budget buys — compared to the platforms you already run on. Source: Lumen Research normative data.
—
Lumen Research normative data · Rewarded Video 22.3s · Branded Takeover 30s · TikTok In-Feed 2.6s · Facebook Mobile 1.7s · Instagram 1.1s · YouTube non-skip 3.9s
What is APM?
Attention Per Mille = total attentive seconds delivered per 1,000 impressions. It's the single metric that tells you how much genuine brain time your budget actually buys. Lumen Research shows gamers are 34% more likely to look at an in-game ad than ads on any other digital channel.
APM by Platform (attentive seconds per 1,000 impressions)
Source: Lumen Research normative data · Evolution NL
Independent Research Validation
Dentsu × Lumen Research · 2024
Dentsu and Lumen Research independently measured attention across rewarded video, in-game, and Twitch in 2024. Their findings directly validate what you see in the APM score above.
10,043
Rewarded Video APM
vs online video norm of 6,100 — +64% higher
4 in 5
Players voluntarily opt in
Willing watch — not a forced impression
100%
On-screen impression rate
vs Dentsu norm of 87%
+34%
More likely to look at in-game ads
vs any other digital channel (Lumen eye-tracking)
Source: Dentsu × Lumen Research "Gaming & Advertising Attention Report" (Jan 2024) · measured across rewarded video (Activision Blizzard), intrinsic in-game (Anzu), and livestreaming (Twitch) · 99% viewability · Gaming APM 6,736 overall.
Attention Quality — Seconds in View by Channel
Source: Industry Research · GWI Mobile Gamers 2024 · Amplified Intelligence / Dentsu
Cost Per Completed View — Channel Comparison
Lower is better. Gaming CPV calculated from 100% completion rate. Competitor CPV adjusted for actual completion rates. Indicative benchmarks — update with actuals from team.
IAB-Approved Incrementality Research · 15,000 Consumers · 6 Months
Adding mobile gaming to your social plan reaches 18–20% more of your audience — proven.
26%
of every audience are Light Social users
Who are Light Social Users?
⅕
the social ad frequency vs heavy users
2.6h
per day gaming vs 0.7h on social
100%
reachable via mobile gaming
Incremental Reach Unlocked by Adding Mobile Gaming — By Category
🍔 Quick Service Restaurant
74M
Social reach
+88M
Via gaming
25M light social users reached — exposed to brand 840× over 6 months
🛍️ Retail
149M
Social reach
+76M
Via gaming
27M light social users — a segment invisible to social campaigns
🎬 Entertainment & Streaming
91M
Social reach
+72M
Via gaming
20M light social users — not reachable via social or YouTube
📦 FMCG / CPG
98M
Social reach
+68M
Via gaming
22M light social users — gaming adds reach social never could
Source: IAB-approved mobile gaming incrementality study · Passive device tracking of 15,000 behaviorally verified consumers · Jan–Jun 2024 · QSR, Retail, Entertainment, and FMCG categories · US market; directionally consistent with Benelux digital behaviour patterns.
Audience Funnel
Total Benelux App Audience (MAU)—
Your Target Audience in Gaming—
Reachable with Your Budget—
Incremental (Not on Social)—
Source: Evolution NL · GWI 2023 EMEA · Qrious Insight 2024. 26% of your target audience are light/non-social users — only reachable via gaming.
Recommended Format Mix
CPM · CPCv PRICING (INDICATIVE — UPDATE WITH ACTUALS)
€15 CPM
€0.030 CPCv
Rewarded Video + End Card · 85% VCR
€20 CPM
€0.050 CPCv
Branded Takeover · 65% VTR (conservative)
In-App Video Audience vs Social Channels — Benelux (Monthly Active Users)
—
🔍
The Audience Your Social Budget Is Missing
An IAB-approved incrementality study passively tracked 15,000 consumers for 6 months. The finding that changes everything:
26% of Every Brand's Target Audience Are "Light Social" Users
26%
of your target audience use social media minimally
⅕
the ad frequency they receive vs heavy users
18–20%
incremental reach brands gain by adding gaming
Where Light Social Users Actually Spend Their Time
Mobile Gaming
2.6h / day
Social + YouTube
0.7h / day
These are not hard-to-reach people. They are your audience — living inside mobile games. Source: Qrious Insight Behavioral Tracking Study, Jan–Jun 2024 (n=15,000, passive device tracking).
Now Calculate Your Specific Gap
e.g. all adults 25–54 in Benelux
€
📊 Your Hidden Audience
—
Total target audience
—
are Light Social users your social ads are missing
—
of your social budget reaching this group now
🎮 Reach Them Through Gaming
—
gaming budget to reach all your light social users
—
of your social spend to unlock full reach
22.3s
attention per person vs ~1.7s Facebook
Enter your audience size and social budget above to see your specific opportunity.
IAS-Verified Campaign Quality
✓ IAS MRC Accredited · Verified by Integral Ad Science
91.3%
Rewarded Video Viewability
vs 52.1% display banners | +75% uplift
96
IAS Quality Attention Score
Benchmark: 62 | +54% uplift
99.80%
IAS Pass Rate
Benchmark: 95.44% | +4.3pp
0.04%
Invalid Traffic Rate
Benchmark: 1.00% | 25× cleaner
+112%
Conversion rate uplift for high-attention impressions
Lumen Research · rising to +138% for Financial Services
+165%
Post-ad engagement increase vs low-attention placements
Amplified Intelligence / Dentsu "The Big Reset" 2024
0.04%
Invalid traffic rate — 25× cleaner than open web benchmark
IAS MRC-accredited · global open-web benchmark: 1.00%
Published Brand Lift Research — Value Exchange Formats
+86%
Brand awareness uplift — rewarded vs control
Value exchange ad format study · Vizu benchmarks
+36.6%
Brand consideration uplift — opt-in vs forced formats
270,000 consumer study · choice-based ad formats
2×
More likely to engage with brand vs live TV viewers
Rewarded audience engagement study · Woobi Research
Rewarded Video is a value-exchange format — the viewer actively chooses to watch in exchange for in-game currency or progress. This opt-in mechanic is the structural reason for the uplift above.
Proven Results — Real Campaign Data
Mondelez Oreo × Evolution
RV + End Card · Czech Republic · Jan 2026
RV + End Card
93.35%
Video Completion Rate
+93% vs CEE benchmark
96
IAS Attention Score
+54% vs benchmark of 62
23.61%
End Card Engagement Rate
+24% vs 18% CEE benchmark
33.5s
Avg Time with Brand
9.4s video + 19.2s end card
Signal Toothpaste × Evolution
RV + End Card · MENA · Oct 2024
Brand Lift Study
87.3%
Video Completion Rate
2× industry average
+52%
Brand Awareness Lift
19% → 29% (exposed)
+45%
Brand Consideration Lift
20% → 29% (exposed)
15%
End Card Engagement Rate
vs 9% MENA benchmark
Popeyes Wings × Evolution
In-Game Takeover w/Missions · Turkey · Jun 2025
Branded Takeover
73.08%
Full Journey Engagement Rate
Opt-in → video → reward
90.46%
Video Completion Rate (opted-in)
1.06M completed views
33s
Avg Brand Engagement Time
15s video + 18s mini-game
52%
Opt-In CTR (teaser logo)
5.6M total opt-in impressions
Ready to Build Your Custom Plan?
These are indicative benchmarks. Let's build a real proposal with your exact objectives, creative formats, and measurement framework.
Targeted App Genres & Inventory
📱 2,463 premium apps · 15 genres · iOS + Android
Select a genre to explore
Your campaign activates placements across all 15 genres simultaneously. Click any genre bar to see example apps in that category.
← Select a genre
Indicative Monthly Media Plan
Format
Budget
Impressions
Completed Views
Est. Reach
CPM
CPCv
Avg Attention
Attention Sec
Data Sources & Methodology:
Audience reach: Evolution NL internal data · GWI 2023 EMEA Mobile Gaming Report.
Attention benchmarks: Industry Research · GWI Mobile Gamers 2024; IAB Mobile Advertising Report; Amplified Intelligence / Dentsu "The Big Reset" 2024; Lumen Research attention-to-conversion study.
CPM estimates: indicative Benelux market benchmarks — actual rates depend on targeting, inventory, and campaign objectives.
Social reach: eMarketer Benelux digital audience estimates 2024.
Incremental reach: Qrious Insight Behavioral Tracking Study Jan–Jun 2024 (26% of consumers are light/non-social users).
Viewability, brand safety & attention: IAS MRC-accredited data — Mondelez Oreo × Evolution CZ (Jan 2026): viewability 98.90%, IAS attention score 96 vs benchmark 62 (+54%), invalid traffic 0.04%, pass rate 99.80%.
VCR benchmarks: Mondelez Oreo × Evolution 93.35% VCR (Jan 2026); Signal Toothpaste × Evolution 87.3% VCR (Oct 2024, MENA); Popeyes × Evolution 90.46% VCR opted-in (Jun 2025); Evolution platform stated benchmark 85% VCR.
Brand lift data: Signal Toothpaste × Evolution rewarded video campaign (Oct 2024, MENA) — brand awareness +52%, brand consideration +45%. Oreo end card engagement 23.61% vs 18% CEE benchmark (+24%).
Brand lift data: Signal Toothpaste × Evolution rewarded video campaign (Oct 2024, MENA) — brand awareness +52%, brand consideration +45%, VCR 87.3%, end card engagement 15%.
Branded Takeover engagement: Popeyes Wings In-Game Takeover with Missions (Turkey, Jun 2025) — 73.08% engagement rate, 90.46% VCR opted-in, 33s avg brand engagement.
Disclaimer: All projections are indicative and for planning purposes only. Results are not guaranteed. Actual performance will vary based on creative quality, targeting parameters, seasonality, and market conditions. Evolution NL does not warrant the accuracy of third-party data sources cited above.
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