A media channel can include a mix of media items and invitational content items. At some point during the playback of the media channel an invitational content item can be presented. In some cases, the invitational content items eligible for presentation can be of differing types, such as video and audio. In can be advantageous to restrict presentation of video invitational content items to times when a user is likely to view the screen of the client device during playback of the invitational content item. To accomplish this one or more heuristics or rules can be applied to client device data to predict a user attention level. The user attention level can then be correlated to an invitational content item type, which can then be used to select an invitational content item for playback.