Case Studies 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

0+

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.

How an Insurance Brand Cut Waste While Safeguarding Suitability

IAS Team — Tue, 28 Oct 2025 13:55:38 +0000

Key Results

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Drop in brand suitability fails

0%

Reduction in platform CPM

The Challenge

During peak travel seasons, social media conversations about accidents and natural disasters tend to surge — creating unwanted adjacency risks for insurance advertisers. A leading insurance brand wanted greater control over where its ads appeared, especially during the holidays, when such posts become more frequent.

However, default platform filters didn’t provide the precision needed to block specific types of content without limiting scale.

The Approach

Partnering with IAS, the brand implemented Social Optimization to create a custom suitability profile tailored to its unique risk thresholds. The team began by establishing a baseline using its standard first-party inventory filter, then relaxed those settings to allow more flexibility before layering in Social Optimization.

This setup allowed the brand to block only the most contextually misaligned content — like automotive accidents and natural disasters — while maintaining campaign reach and efficiency.

The Results

The impact was immediate. The brand achieved a 38% reduction in brand suitability fail rates and an 18% decrease in platform CPM, even after accounting for the cost of Social Optimization. With fewer ads appearing next to unsuitable content, overall media efficiency improved, freeing up budget that could be reinvested into high-quality, brand-safe placements.

Why It Matters

For marketers in regulated industries like insurance, precision and protection are equally important. By pairing custom suitability controls with IAS Social Optimization, brands can safeguard reputation, eliminate waste, and reach audiences in the right moments — without compromising performance.

See how IAS Social Optimization can help you drive efficiency and safeguard suitability across every social platform.

The post How an Insurance Brand Cut Waste While Safeguarding Suitability appeared first on Integral Ad Science.

How a Major Entertainment Brand Maintained Suitability and Reduced Social Platform Costs

IAS Team — Tue, 21 Oct 2025 12:00:00 +0000

Key Results

0%

Increase in suitable impressions

0%

Decrease in platform CPM

The Challenge

For one major entertainment advertiser, brand suitability requirements across social media varied by the film being promoted. A family-friendly holiday release required maximum protection, while a horror campaign was less restrictive.

However, existing first-party platform filters weren’t flexible enough to meet these unique needs — creating a gap between brand safety and performance goals.

The Approach

The brand implemented IAS Social Optimization to layer customized suitability controls over its platform’s inventory filters. Starting with a relaxed first-party filter, IAS’s solution allowed the advertiser to fine-tune its suitability thresholds and blocklists for each campaign. This gave the brand more flexibility to align content adjacency with individual film requirements — without sacrificing scale.

Even with the cost of IAS Social Optimization and Total Media Quality included, the brand achieved measurable efficiency gains, showing that a customized approach to suitability drives both safety and scale.

With improved efficiency and lower CPMs, this brand’s savings can be reinvested into high-performing, suitable placements, reinforcing long-term campaign ROI across future social initiatives.

The Results

By shifting to a more dynamic suitability strategy, the brand achieved measurable gains across both performance and efficiency. More ads appeared in contextually aligned environments, driving stronger visibility and engagement from their target audience.

Video completion rates rose dramatically, and engagement followed suit, signaling that creative was resonating in the right moments. At the same time, smarter optimization reduced overall media costs, proving that brand suitability and efficiency can go hand in hand.

By taking a more dynamic approach to suitability, the brand achieved:

See how IAS Social Optimization can help you drive efficiency and safeguard suitability across every social platform.

The post How a Major Entertainment Brand Maintained Suitability and Reduced Social Platform Costs 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.

How Danone Improved Click-Through Rates by 1,243%

IAS Team — Mon, 22 Sep 2025 12:00:00 +0000

Key Results

0%

Increase in attention levels

0%

Increase in click-through rates

0%

Drop in cost per click

The Challenge

In a landscape challenged by media quality concerns such as viewability, cost per click, and video completion rates, Danone aimed to turn these obstacles into opportunities. Partnering with IAS, the brand wanted to test whether Quality Attention pre-bid could automatically identify and target high-quality inventory that would drive measurable improvements in campaign performance — not just attention scores, but real business metrics that matter.

The Approach

Danone conducted a two-phase test for their Activia Yogurt campaign targeting women aged 25-54. Phase 1 (May 20 – June 1) served as a measurement-only baseline to establish attention metrics for their digital ads. Phase 2 (June 2 – July 6) implemented IAS Quality Attention pre-bid, focusing programmatic bids on high-attention inventory to enhance audience engagement.

The test measured four critical KPIs: viewability rate, click-through rate, cost per click, and video completion rate. IAS segmented impressions to compare performance and track how pre-bid shifted bidding patterns toward higher-scoring domains.

The Results

The results exceeded all expectations. After activating Quality Attention pre-bid, attention levels rose by 56%, with attention scores jumping over 30 points once optimization was applied.

But the real story was in the performance metrics.

Click-through rates increased by an astounding 1,243% while cost per click dropped by 76%—a combination that dramatically improved campaign efficiency. Video completion rates improved by 6.5%, and viewability rates increased by 5.9%. Every single KPI showed significant improvement.

The optimization fundamentally changed how the campaign allocated spend. Post-optimization analysis revealed a definitive shift toward higher attention-scoring inventory, with the system automatically identifying and prioritizing domains that consistently delivered attention scores above 70 — some reaching as high as 94.

Why It Matters

This study proves that attention-based optimization isn’t just about better measurement — it’s about better results. By leveraging IAS Quality Attention pre-bid, Danone achieved the holy grail of programmatic advertising: higher engagement at lower cost.

The dramatic improvement in click-through rates combined with reduced costs demonstrates that attention directly correlates with user engagement and campaign efficiency. When you target inventory that genuinely captures user attention, everything else follows: better viewability, higher completion rates, and more cost-effective delivery.

Ready to transform your programmatic performance?

Talk to your IAS representative to get started with Quality Attention pre-bid and discover what 1,243% CTR improvement could mean for your campaigns.

The post How Danone Improved Click-Through Rates by 1,243% appeared first on Integral Ad Science.

Case Study: Optimizing for Quality Attention Drives Superior Results

IAS Team — Thu, 26 Jun 2025 05:32:18 +0000

Background

In an ever-evolving digital advertising landscape, OMD faced the challenge of optimizing their client’s, a major transportation advertiser, online campaigns to achieve superior performance metrics.

OMD has historically prioritized metrics like cost per quality visit (CPQV), click-through rate (CTR), and cost-per-click (CPC) to drive decisions across their client’s campaigns, but the transportation advertiser realized that more sophisticated indicators were needed to support and inform their optimization decisions.

The Goal

OMD sought to enhance their client’s campaign effectiveness and gain comprehensive insights into the financial impact of media quality. OMD and their client turned to Integral Ad Science (IAS) to leverage our Quality Attention^TM and Total Visibility^TM solutions, aiming to revolutionize their client’s optimization strategies and gain transparency into financial and performance insights.

With this integration, the major transportation advertiser became the first in market to employ Quality Attention^TM with Total Visibility^TM in APAC with OMD.

The post Case Study: Optimizing for Quality Attention Drives Superior Results appeared first on Integral Ad Science.

MFA Measurement Drives Superior Results

IAS Team — Fri, 04 Oct 2024 12:00:00 +0000

Avoiding MFA and Ad Clutter sites drives upper funnel KPIs

IAS ran a brand lift study in partnership with Upwave, a leading analytics platform for brand advertising, to explore the relationship between brand KPIs and IAS’s Made-For-Advertising (MFA) measurement product. The goal of this analysis was to analyze how ad placements on these low-quality sites compared to high-quality sites could influence KPIs.

The study utilized IAS’s MFA Measurement data, drawing insights from 129 respondents who saw the ad on quality sites and 696 respondents who saw the ad on MFA and Ad Clutter sites.

IMPRESSIONS ON QUALITY SITES EXPERIENCED:

+29% lift in unaided awareness compared to MFA or Ad Clutter sites
+46% lift in ad recall compared to MFA or Ad Clutter sites

The results highlighted a dramatic shift in brand KPIs, reinforcing the importance of quality ad placements for brand success.

Download the full case study and contact an IAS representative to learn more.

The post MFA Measurement Drives Superior Results appeared first on Integral Ad Science.

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.

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.