Attention

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HARNESS ATTENTION TO DRIVE PROVEN RESULTS

IAS Quality AttentionTM unifies media quality and eye tracking with machine learning to deliver proven results to brands worldwide. With Quality AttentionTM, global advertisers can increase return on investment, drive brand consideration, and boost conversions across campaigns.

Crack the code on the connection between attention and campaign performance.

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ALL EYES ON QUALITY ATTENTIONTM

Attention is one of the most complex and widely discussed topics in digital media — making it that much more important to measure. Quality AttentionTM allows marketers to unlock proven results without sacrificing media quality.

IMPROVE MEDIA EFFICIENCY AND BOOST CONVERSIONS WITH QUALITY ATTENTIONTM

Quality AttentionTM is designed to help brands navigate through media clutter to seamlessly understand how media visibility, the ad environment, and human interaction can inform media strategies that drive proven results.

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Marketers report up to 91% higher brand consideration after implementing Quality AttentionTM

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A major advertiser saw a 130% increase in conversions with Quality AttentionTM

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Brands experience up to a 40% decrease in cost per conversion with Quality AttentionTM

RESEARCH-BASED APPROACH TO ATTENTION

IAS analyzed billions of impressions to determine that Attention is a function of three key categories — Visibility, Situation, and Interaction. The combination of these categories, developed from a host of campaign metrics, can predict if an impression is likely to lead to a business result.

VISIBILITY

Visibility signals measure the validity of the impressions being served. These are baseline measures advertisers should optimize first. Without Visibility measures, Attention cannot occur.

VISIBILITY

Ads that are not viewable and have no time spent on them are likely to receive lower attention. Optimize towards quality metrics like Viewability and Time-In-View as a baseline.

METRICS INCLUDE:

  • Viewability
  • Video Quartiles
  • Time-in-View
SITUATION

Situation signals describe the environment in which impressions are served. Situation signals measure the number of ads on a page, and the ad share of screen an ad has on a page relative to other content.

SITUATION

Optimize toward environments that have shown to drive stronger attention scores. Identify patterns in ad formats, creatives, and publishers for an effective strategy in understanding how to drive higher attention.

METRICS INCLUDE:

  • Ad Density
  • Ad Share of Screen
  • Device and Format Type
INTERACTION

Interaction signals are indicators of consumer activity in the presence of ads. These signals can help identify human preference, measuring activity like scrolling, interacting with ads, and where the consumer’s gaze and fixation is on the page, like passive eye-tracking powered by Lumen data.

INTERACTION

Focus on the attention scores by placement and ad size to identify patterns that inform your optimization strategies. Map these elements back to your messaging for a powerful way to optimize toward better ad interaction.

METRICS INCLUDE:

  • User Scroll
  • Volume Up/Down/Mute
  • Pause/Unpause
  • Eye Tracking/Focus powered by Lumen

EXPERT INDUSTRY INSIGHTS

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