{"id":344185,"date":"2025-11-03T12:00:00","date_gmt":"2025-11-03T12:00:00","guid":{"rendered":"https:\/\/integralads.com\/?p=344185"},"modified":"2025-10-31T20:02:10","modified_gmt":"2025-10-31T20:02:10","slug":"toyota-spain-drives-stronger-conversions-and-higher-attention","status":"publish","type":"post","link":"https:\/\/integralads.com\/insider\/toyota-spain-drives-stronger-conversions-and-higher-attention\/","title":{"rendered":"Toyota Spain Drives Stronger Conversions and Higher Attention with IAS Quality Attention\u2122"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"344185\" class=\"elementor elementor-344185\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-f13b73b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"54459\" data-id=\"f13b73b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3c1efb3\" data-eae-slider=\"29253\" data-id=\"3c1efb3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f445e22 elementor-widget elementor-widget-heading\" data-id=\"f445e22\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Key Results<\/h2>\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<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-9944562 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"252\" data-id=\"9944562\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-753414d\" data-eae-slider=\"63317\" data-id=\"753414d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-373fcdb elementor-widget elementor-widget-pix-numbers\" data-id=\"373fcdb\" data-element_type=\"widget\" data-widget_type=\"pix-numbers.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"pix_numbers animate-math \"><div><h3 class=\"align-self-center text-center \"><span class=\"font-weight-bold text-green\" style=\"\"><\/span><span class=\"number font-weight-bold text-green\" style=\"\" data-duration=\"3000\" data-to=\"16\">0<\/span><span class=\"font-weight-bold text-green\" style=\"\">%<\/span><\/h3><\/div><div class=\"w-100 text-center\"><h6 class=\"mt-0 text-black font-weight-bold\" style=\"font-size:20px;\"> increase in monthly site visits<\/h6><\/div><\/div>\n\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<div class=\"has_eae_slider elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-647fea4\" data-eae-slider=\"68588\" data-id=\"647fea4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1f80089 elementor-widget elementor-widget-pix-numbers\" data-id=\"1f80089\" data-element_type=\"widget\" data-widget_type=\"pix-numbers.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"pix_numbers animate-math \"><div><h3 class=\"align-self-center text-center \"><span class=\"font-weight-bold text-green\" style=\"\"><\/span><span class=\"number font-weight-bold text-green\" style=\"\" data-duration=\"3000\" data-to=\"20\">0<\/span><span class=\"font-weight-bold text-green\" style=\"\">+<\/span><\/h3><\/div><div class=\"w-100 text-center\"><h6 class=\"mt-0 text-black font-weight-bold\" style=\"font-size:20px;\">points higher attention score vs. auto benchmark in Spain<\/h6><\/div><\/div>\n\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<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-3330279 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"28824\" data-id=\"3330279\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c94e363\" data-eae-slider=\"43068\" data-id=\"c94e363\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-363aeb3 elementor-widget elementor-widget-heading\" data-id=\"363aeb3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Challenge<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0196b57 elementor-widget elementor-widget-text-editor\" data-id=\"0196b57\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">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&amp;P and WPP Media sought deeper insights into audience attention to optimize outcomes like cost per session, conversion rate, and view-through rate.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c7a790e elementor-widget elementor-widget-heading\" data-id=\"c7a790e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Approach<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-635a997 elementor-widget elementor-widget-text-editor\" data-id=\"635a997\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Over a five-month test period, WPP Media and IAS structured the project into three phases to measure and optimize attention across Toyota\u2019s campaigns.<\/span><\/p><p><span style=\"font-weight: 400;\">Using Quality Attention\u2122, 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.<\/span><\/p><p><span style=\"font-weight: 400;\">Findings showed that in-app inventory delivered significantly higher attention scores (90) compared to browser environments (73), <strong>guiding the team to shift spend toward high-performing mobile and tablet placements<\/strong> while reducing low-scoring SSP domains and contextual categories.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7011d3 elementor-widget elementor-widget-heading\" data-id=\"d7011d3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Results<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1d253ea elementor-widget elementor-widget-text-editor\" data-id=\"1d253ea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">After optimizing with Quality Attention\u2122, Toyota Spain achieved measurable success, including:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A 16% increase in average monthly site visits, rising from 400 in July to 811 in November (calculated as an Compound Annual Growth Rate)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Attention scores 20 points higher than Spain\u2019s auto benchmark (81 vs. 61) and 19 points above the global average (62)<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">These results demonstrated that measuring and optimizing to attention scores can drive meaningful performance gains \u2014 turning quality insights into higher conversions and improved efficiency.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4d2fc6e elementor-widget elementor-widget-heading\" data-id=\"4d2fc6e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Want to see how IAS Quality Attention\u2122 can power your next campaign?\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e7d8c4a elementor-align-center elementor-widget elementor-widget-button\" data-id=\"e7d8c4a\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/integralads.com\/contact-us\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">GET STARTED<\/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":"<p>By applying IAS\u2019s Quality Attention\u2122 solution, Toyota Spain proved that actionable attention insights can enhance both media efficiency and campaign performance at scale.<\/p>\n","protected":false},"author":59,"featured_media":344186,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[769,50,55,47],"tags":[],"class_list":["post-344185","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-attention","category-case-studies","category-featured","category-programmatic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Toyota Spain Drives Stronger Conversions and Higher Attention with IAS Quality Attention\u2122 - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"By applying IAS\u2019s Quality Attention\u2122 solution, Toyota Spain proved that actionable attention insights can enhance both media efficiency and campaign performance at scale.\" \/>\n<meta name=\"robots\" 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