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.

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Ogury is a global adtech company that delivers Personified Advertising solutions grounded in privacy to brands, agencies and publishers by focusing on targeting personas, not people.

Ogury aimed to get insights/deepest knowledge of their clients media quality strategy against specific ad placements across platforms and formats. Additionally, in hands with IAS, Ogury is dedicated drive better results for their clients across their KPIs: 

• Viewability
• Brand Protection 
• Invalid Traffic (IVT)

Founded in 2014, Ogury is now one of the world leaders in digital advertising. By focusing on respecting user data from the outset, it has anticipated market developments and enjoyed dazzling growth.

Download the case study today to better understand the relationship between performance, context and Quality Attention^TM

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THE CHALLENGE

OMD needed greater transparency into their media investments to address inefficiencies like non-viewable impressions, ad fraud, and hidden costs, all of which reduced their campaign effectiveness. To address these inefficiencies, OMD turned to IAS and implemented Total Visibility to gain the insights needed to improve results.

THE SOLUTION

IAS Total Visibility provides unparalleled transparency into programmatic supply paths, enabling marketers to:

• Identify and eliminate wasted ad spend
• Optimise for high-quality impressions that engage the target audiences
• Enhance cost-efficiency, ensuring budgets deliver maximum impact

THE RESULT

OMD’s use of IAS Total Visibility delivered remarkable results:

• An 87% lift in add-to-cart rates, proving the value of optimised supply paths for consumer engagement
• Improved cost-efficiency, with spend reallocated to the best-performing channels
• Greater transparency, which strengthened customer relationship through measurable success
• A 65% reduction in CPC for Quality vs. Flagged Media

WHY IT MATTERS

In today’s environment, where marketing investments are under greater scrutiny, marketers have the opportunity to increase ROI, drive engagement, and gain a competitive edge by adopting Total Visibility.

Ready to improve your media performance? Explore the case study to discover how IAS Total Visibility can benefit your campaigns!

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