Attention Archives - 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.

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.

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.