Attention Archives - Integral Ad Science

Toyota Spain Drives Stronger Conversions and Higher Attention with IAS Quality Attention™

IAS Team — Mon, 03 Nov 2025 12:00:00 +0000

Key Results

0%

increase in monthly site visits

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points higher attention score vs. auto benchmark in Spain

The Challenge

Toyota Spain, the official distributor of Toyota and Lexus vehicles, wanted to strengthen the performance of its video campaigns while maintaining cost efficiency and brand suitability. Although previous campaigns had benefited from IAS Total Visibility and Viewability measurement, the agency team at T&P and WPP Media sought deeper insights into audience attention to optimize outcomes like cost per session, conversion rate, and view-through rate.

The Approach

Over a five-month test period, WPP Media and IAS structured the project into three phases to measure and optimize attention across Toyota’s campaigns.

Using Quality Attention, the team analyzed how viewability, ad density, share of screen, device type, and user interaction metrics (such as pause, skip, and volume change) influenced performance.

Findings showed that in-app inventory delivered significantly higher attention scores (90) compared to browser environments (73), guiding the team to shift spend toward high-performing mobile and tablet placements while reducing low-scoring SSP domains and contextual categories.

The Results

After optimizing with Quality Attention, Toyota Spain achieved measurable success, including:

A 16% increase in average monthly site visits, rising from 400 in July to 811 in November (calculated as an Compound Annual Growth Rate)
Attention scores 20 points higher than Spain’s auto benchmark (81 vs. 61) and 19 points above the global average (62)

These results demonstrated that measuring and optimizing to attention scores can drive meaningful performance gains — turning quality insights into higher conversions and improved efficiency.

Want to see how IAS Quality Attention can power your next campaign?

The post Toyota Spain Drives Stronger Conversions and Higher Attention with IAS Quality Attention™ appeared first on Integral Ad Science.

Kimberly-Clark Drives Sales Lift with IAS Quality Attention™

IAS Team — Mon, 29 Sep 2025 12:00:00 +0000

The Mission

Kimberly-Clark partnered with IAS and NCSolutions (NCS) to understand how media quality impacts business outcomes — specifically sales lift and return on ad spend (ROAS). With growing interest in attention-based metrics, the brand wanted to validate if IAS Quality Attention could translate into improved outcomes across different digital formats.

The Approach

The study was conducted in two parts. Test 1 ran in Q2 2024 and focused solely on browser display media. Test 2, which ran in Q4 2024, expanded to include video and mobile in-app formats. NCS’s Sales Effect methodology was used to compare sales from exposed households to a modeled baseline, isolating the incremental impact of exposure to higher-attention media.

For both tests, IAS segmented impressions by below-average and above-average Quality Attention scores, allowing Kimberly-Clark to directly compare sales outcomes between the two.

The Results

In Test 1, limited to browser display, there was no significant difference in sales lift between low and high attention segments. But in Test 2, where display, video, and in-app ads were included, the picture changed dramatically.

Attention scores rose by 36%—from an average of 53 in Test 1 to 72 in Test 2. More importantly, households exposed to above-average attention media in Test 2 saw a 313% higher sales lift than those in the below-average group. The results highlighted how video and in-app formats, when paired with high attention scores, could significantly influence purchase behavior.

Return on ad spend also improved. In both tests, higher attention was correlated with stronger ROAS, but the effect was most pronounced in Test 2. With the addition of high-attention formats, ROAS increased by 78%, reinforcing the link between quality attention and real business outcomes.

Why It Matters

This study demonstrated that attention isn’t just a branding metric — it’s a key indicator of performance. By optimizing toward IAS Quality Attention, Kimberly-Clark was able to identify high-value inventory, allocate budget more effectively, and drive measurable impact on sales.

If you’re still measuring success by impressions alone, you’re leaving impact on the table. Like Kimberly-Clark, you can turn attention into real business outcomes—higher sales, stronger ROAS, and smarter media investment.

The post Kimberly-Clark Drives Sales Lift with IAS Quality Attention™ appeared first on Integral Ad Science.

Quality Attention For Publishers and Platforms

IAS Team — Thu, 03 Oct 2024 12:00:00 +0000

Deliver better engagement and drive revenue with Quality Attention

In today’s competitive digital landscape, publishers and platforms need more than just impressions and clicks to prove value to advertisers. As ad spend is scrutinized more than ever, it’s critical for publishers and platforms to ensure they’re demonstrating value and meeting advertisers’ KPIs.

Publishers and platforms can demonstrate the true impact of their inventory, optimize for engagement, and align with advertiser KPIs with Quality Attention. Quality Attention provides insights into how users are interacting with ads, allowing publishers and platforms to take advantage of their best-performing inventory and deliver better performance.

With Quality Attention, publishers and platforms can:

Drive revenue: Command higher CPMs and drive revenue by demonstrating quality and effectiveness of ad placements.
Gain transparency into advertiser performance: Remove engagement blind spots and uncover insights into campaign effectiveness.
Create new revenue streams: Create new, unique revenue streams by easily packaging attention data into custom, attention-based segments.
Continuously improve performance and user engagement

Unlock the potential of your inventory and drive revenue with Quality Attention for publishers and platforms. Reach out to an IAS representative and access the one sheet now to learn more.

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OMD & Nissan Lift Conversions Through Comprehensive Measurement & Optimization Solutions

IAS Team — Wed, 25 Sep 2024 12:00:00 +0000

The Challenge

OMD and their client, Nissan, wanted to find a solution that would lift their KPIs (qualified visits, key business actions, and conversion rates) across an open web campaign on mobile, tablet, and desktop on both video and display formats.

The Solution

OMD and Nissan enlisted the help of IAS, implementing key measurement and optimization products including Quality Attention, Total Visibility, and Context Control.

Quality Attention helped OMD and Nissan navigate through media clutter to elevate campaign performance, while Total Visibility provided programmatic supply path transparency and impression-level financial reporting to optimize ad spend while campaigns were in-flight. Finally, Context Control enabled OMD and Nissan to identify which contextual segments would drive the highest attention and conversion rates.

Results by Conversion Rate

6X conversion rate across “Automotive-Hybrid” content
5X conversion rate across “Travel” content
3X conversion rate across “Buying A Car” content

Download the case study now for more results from OMD and Nissan and to learn how comprehensive measurement and optimization solutions drive superior business results for brands like yours.

The post OMD & Nissan Lift Conversions Through Comprehensive Measurement & Optimization Solutions appeared first on Integral Ad Science.

Why Attention Metrics are Essential for Successful Campaigns

IAS Team — Thu, 12 Sep 2024 10:00:00 +0000

Attention is becoming one of the most important metrics in digital media

Capturing and maintaining consumer attention is more critical than ever — and traditional proxy metrics simply don’t cut it anymore. Brands are often left wondering how to catch attention in advertising, causing the concept to emerge as a vital metric among ad measurement and optimization platforms.

Attention measurement provides deeper insights into how consumers interact with ads, indicating whether the message truly resonates. Unlike engagement — which only tells part of the story — attention ad measurement gauges the quality and depth of consumer interest, making it a more accurate predictor of ad effectiveness and business results.

Why is everyone talking about attention metrics?

Understanding and measuring attention can significantly enhance advertising strategies. High attention scores correlate strongly with better campaign performance, including higher conversion rates and improved ROI. In fact, higher attention impressions have double the success rate as those with low attention. This is because when consumers pay genuine attention to an ad, they are more likely to remember the brand, understand the message, and take desired actions.

Simply put, focusing on attention helps advertisers allocate their budgets more efficiently, ensuring that their ads are not just seen, but truly noticed and acted upon.

As digital advertising continues to evolve, prioritizing attention will become increasingly important. By leveraging advanced analytics and adopting sophisticated measurement techniques, marketers can gain a comprehensive understanding of consumer attention.

May we have your attention, please?

Here are four steps to drive higher attention in your campaigns today.

1. Focus on visibility for higher engagement and attention

Visibility plays a crucial role in driving attention, as highly viewable environments enhance the likelihood of engaging and retaining audiences. After all, how can an unviewable ad be expected to drive any attention at all?

Visibility metrics, which include viewability, video quartile measurement, and time-in-view, serve as a baseline to provide a clear picture of attention. Without insight into these metrics, advertisers risk wasting valuable ad spend on inventory that isn’t even seen.

Premium media placements, verified against visibility metrics, ensure that ads are seen and provide insight into how long, giving advertisers the opportunity to allocate ad spend where it really makes an impact.

2. Know your ad’s environment

Ever noticed an ad that really stood out on a webpage? Environment can make or break a campaign’s performance. For example, an ad presented on a page with a high ad density (meaning there are lots of ads on the page) is competing for attention from banner after banner and video after video, making it nearly impossible to garner high, impactful attention.

With insight into the environment in which an ad is served, advertisers can reallocate ad dollars toward sites that offer lower ad densities, improved shares of screen, and device formats and types that perform better. Advertisers who try to garner attention without insight into where the ad is served will learn the hard way that environment is everything — and there are ways to garner attention without fighting for it.

3. Understand how consumers are interacting with your advertising

Are consumers skipping your ad? Turning the volume up or down? These insights, along with other interaction metrics, provide insight into attention that can inform placement, creative, where to invest your ad spend, and more.

All of the above insights are incredibly important indicators of attention, but the most advanced attention measurement goes a step further: enter eye-tracking. Eye-tracking data shows exactly where a consumer’s gaze and fixation is on a given webpage, providing invaluable data that IAS maps back to our attention product. Relying on a measurement and optimization partner whose attention model is informed by eye-tracking is an even more powerful way to optimize toward higher attention.

The bottom line? Don’t settle for attention measurement that can’t give you the most accurate picture of attention.

4. Drive superior results with actionable attention data

The solution isn’t more data — it’s more actionable data. Harnessing the power of data can significantly enhance your ability to drive higher attention. By analyzing attention metrics, you can gain a deeper understanding of what works and what doesn’t in your campaigns. This information allows you to make informed decisions and optimize your strategies for better results.

Quality Attention allows you to drive superior results by:

Reducing media waste: Measure the impact of your ads and adjust media spend to improve performance across the marketing funnel
Boosting awareness: Amplify your messaging with higher quality placements
Driving consideration: Understand where to show your ads to improve brand affinity
Increasing conversions: Act on low performing campaigns, media partners, placements, domains, and more to improve attention

Start measuring attention today with IAS

Nearly eight-in-10 marketers who measured attention in 2023 say their company is ready to optimize towards the metric this year. Though it stands as one of the most precise indicators of an ad’s resonance with consumers and its potential to drive business results, it often remains elusive and challenging to quantify.

Stop guessing and start driving results. Learn everything you need to know about capturing attention effectively.

Download Taking Action on Attention: Volume II to:

Understand how attention metrics offer unique insights compared to traditional engagement measures
See the impact of Quality AttentionTM on conversion rates
Gain a deeper understanding of how consumers interact with ads and what captures their attention
Learn practical strategies to enhance your ad campaigns using attention metrics

The post Why Attention Metrics are Essential for Successful Campaigns appeared first on Integral Ad Science.

Taking Action on Attention: Volume II

IAS Team — Thu, 11 Jul 2024 12:00:00 +0000

Deep dive into the impact of attention on ad performance

Attention continues to be a crucial focus in the digital media landscape. As marketers aim to capture and maintain consumer interest, the methods and metrics for measuring this elusive concept have evolved. While traditional metrics like viewability have provided a foundation, it’s clear that a holistic approach to measuring attention is essential for driving meaningful results.

To better understand how attention is related to performance, Integral Ad Science (IAS) conducted extensive research, incorporating data from billions of impressions and millions of conversion events.

Download Taking Action on Attention: Volume II to find out:

How attention metrics differ from traditional engagement metrics
The impact of high attention scores on conversion rates
Insights into consumer behavior and interaction with ads
Strategies for optimizing ad campaigns using attention metrics

The post Taking Action on Attention: Volume II appeared first on Integral Ad Science.

Quality Attention™ Boosts Brand Lift for Leading Beverage Company

IAS Team — Mon, 06 May 2024 12:00:00 +0000

IAS & Upwave demonstrate how higher attention drives campaign results

THE CHALLENGE
A global media agency and their CPG client, a leading beverage company, wanted to understand how higher attention can drive superior results across their KPIs.

THE SOLUTION
IAS and Upwave investigated the impacts of varying attention scores on ad placements, exploring attention’s influence on overall campaign success. Overall, actionable data from IAS’s Quality Attention product helped boost the client’s main KPIs.

THE RESULTS

69% higher purchase intent
26% higher brand awareness

Elevate your campaign success with Quality Attention. Download the case study now to discover how higher attention can enhance your brand’s performance today.

The post Quality Attention™ Boosts Brand Lift for Leading Beverage Company appeared first on Integral Ad Science.

Quality Attention™ Drives Sales Lift for Major CPG Brand

IAS Team — Mon, 06 May 2024 11:59:00 +0000

IAS & NCSolutions demonstrate how Quality Attention drives higher sales performance

THE CHALLENGE

A global media agency sought to understand the relationship between sales KPIs and IAS Quality Attention for their CPG client, a leading beverage company.

THE SOLUTION

Using data from IAS’s Quality Attention, the client was able to understand how higher attention boosts sales performance compared to placements with low attention. The client also leveraged NCSolutions (NCS) data, which showed that both sales lift and return on ad spend were higher for Quality Attention placements.

THE RESULTS

157% increase in NCS incremental sales
40% increase in sales lift
6% increase in return on ad spend

Download the case study now to learn more and contact us to take the next step in maximizing campaign performance with attention.

The post Quality Attention™ Drives Sales Lift for Major CPG Brand appeared first on Integral Ad Science.

RESEARCH: The Attention Payoff

IAS Team — Mon, 20 Nov 2023 13:00:00 +0000

Exploring the perception and future outlook of attention measurement and optimization in digital media

All eyes are on attention. Although it’s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified — so how can marketers best measure and optimize their campaigns for higher attention?

IAS partnered with YouGov to assess the current state, perceptions, and future outlook of attention measurement and optimization in digital media. In this study, we surveyed U.S. digital media experts from both the buy- and sell-side to reveal the most important KPIs tracked by attention users and shed light on the business results and success rates attributed to attention strategies.

Here’s what we discovered:

83% of media experts think it’s important for their company to have an attention strategy
79% of media experts report substantial improvement in revenue opportunity since implementing an attention strategy
78% of attention measurement users are prepared to evolve to optimization in the next 12 months

Download the research, The Attention Payoff, to uncover the current state of attention and understand how your brand can be measuring and optimizing it to reach superior results.

The post RESEARCH: The Attention Payoff appeared first on Integral Ad Science.

HP Drives Attention and Results with IAS and Lumen Research

IAS Team — Wed, 18 Oct 2023 21:23:40 +0000

IAS data shows that in-view ads amplify attention

IAS partnered with Lumen Research to understand the correlation between viewability and attention for technology brand HP. In this case study, IAS and Lumen Research examined the impact of media quality and attention across HP’s campaign, measuring the attention each ad received by combining Lumen Research’s focus data — which features eye tracking — with IAS’s viewability data.

Here’s what we found:

11.5x increase in attention scores for in-view ads compared to out-of-view ads
3x increase in success events with higher attention scores
70% lower cost per success event with higher attention scores

Media quality gets attention, and attention gets results. Download the case study now to learn more about how viewability can be a key driver of attention for your brand.

To learn more about how IAS and Lumen Research are bringing cutting-edge eye tracking technology and predictive attention models to the market, click here.

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