Case Study: Optimizing For Quality Attention Drives Superior Results

The Challenge

GroupM Hong Kong’s (HK) client Rimowa, a leader in the luxury retail industry, aimed to assess their media performance by analyzing attention. The luxury retail advertiser was interested in leveraging a product that assists in improving performance metrics, like cost per click (CPC) and click through rate (CTR).

GroupM HK aimed to show the value of how attention metrics can influence optimization opportunities across the campaign planning process and drive results. Supported by scientific research and a proven history of exceptional results, GroupM HK and Rimowa embraced IAS’s Quality Attention^TM measurement solution.

The Process

Quality Attention^TM was seamlessly integrated across both display and video platforms. In collaboration with IAS, GroupM HK strategically chose to optimize their client’s campaign across all device environments, with a particular emphasis on mobile inventory, ensuring maximum reach and engagement.

IAS measured the impact that Quality Attention^TM had on the advertiser’s media KPIs. In collaboration with GroupM HK, we compared the advertiser’s attention score with the industry’s average as well as the Hong Kong’s regional average.

Empowered by Data

GroupM HK’s client Rimowa was able to make optimizations based on the campaign data received from attention scores. Once this was established, a post-campaign analysis revealed that Rimowa achieved a:

• Higher attention score
• Higher View Through rate (VTR)
• Higher click through rate (CTR)
• Lower cost-per-click (CPC)

compared to industry and city of Hong Kong’s benchmarks. Quality Attention^TM gave the advertiser more granular insights into their media performance and empowered GroupM HK with the confidence to make optimization decisions to drive overall campaign success.

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