{"id":344003,"date":"2025-09-29T12:00:00","date_gmt":"2025-09-29T12:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/kimberly-clark-drives-sales-lift-with-ias-quality-attention\/"},"modified":"2025-10-09T09:40:34","modified_gmt":"2025-10-09T09:40:34","slug":"kimberly-clark-drives-sales-lift-with-ias-quality-attention","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/kimberly-clark-drives-sales-lift-with-ias-quality-attention\/","title":{"rendered":"Kimberly-Clark Drives Sales Lift with IAS Quality Attention\u2122"},"content":{"rendered":"\t\t
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The Mission\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Kimberly-Clark partnered with IAS and NCSolutions (NCS) to understand how media quality impacts business outcomes \u2014 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\u2122 could translate into improved outcomes across different digital formats.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Approach<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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\u2019s 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.<\/span><\/p>

For both tests, IAS segmented impressions by below-average and above-average Quality Attention\u2122 scores, allowing Kimberly-Clark to directly compare sales outcomes between the two.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Results\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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.<\/span><\/p>

Attention scores rose by 36%\u2014from an average of 53 in Test 1 to 72 in Test 2. More importantly, <\/span>households exposed to above-average attention media in Test 2 saw a 313% higher sales lift<\/b> 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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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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, <\/span>ROAS increased by 78%<\/b>, reinforcing the link between quality attention and real business outcomes.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Why It Matters\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This study demonstrated that attention isn\u2019t just a branding metric \u2014 it\u2019s a key indicator of performance. By optimizing toward IAS Quality Attention\u2122, Kimberly-Clark was able to identify high-value inventory, allocate budget more effectively, and drive measurable impact on sales.<\/span><\/p>

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\u2014higher sales, stronger ROAS, and smarter media investment.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tDOWNLOAD FULL CASE STUDY<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Kimberly-Clark partnered with IAS and NCSolutions (NCS) to understand how media quality impacts business outcomes \u2014 specifically sales lift and return on ad spend (ROAS). Read more here.<\/p>\n","protected":false},"author":59,"featured_media":343730,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[770,762,758],"tags":[],"class_list":["post-344003","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-attention-uk","category-case-studies-uk-2","category-featured-uk-2"],"acf":[],"yoast_head":"\nKimberly-Clark Drives Sales Lift with IAS Quality Attention\u2122 - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Kimberly-Clark partnered with IAS and NCSolutions (NCS) to understand how media quality impacts business outcomes \u2014 specifically sales lift and return on ad spend (ROAS).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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