VideoEgg has launched an ad optimization service designed to catch users' attention through strategic ad placement.

AttentionRank is the latest in a series of the company's advertiser tools to attempt to attract user attention on clients' behalf. The tool optimizes the placement of brand advertising and maximizes both interest and engagement, Mashable reports.

VideoEgg claims to be able to optimize ads against time (versus clicks) by factoring in engagement with the ad, time spent with a brand message, and user interactions. Trial campaigns increased users' time spent with ad by 15%.

The AttentionRank optimization service is included with all VideoEgg ad buys.

Last month, VideoEgg introduced Twig, a toolbar-style ad that runs at the top or bottom of web pages, scrolls as you move up and down the page, and expands to show videos or other media when you hover your cursor over it for three seconds.

Advertisers are charged for ads that run in Twig when users "engage" with them - watching a video, for example.

Last July VideoEgg launched five engagement building ad units - all of which were intended to increase viewer engagement with ad messages.