{"id":327597,"date":"2023-11-20T13:00:00","date_gmt":"2023-11-20T13:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/research-the-attention-payoff\/"},"modified":"2025-05-15T07:18:44","modified_gmt":"2025-05-15T07:18:44","slug":"research-the-attention-payoff","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/research-the-attention-payoff\/","title":{"rendered":"RESEARCH: The Attention Payoff"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"327597\" class=\"elementor elementor-327597 elementor-327506\" 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-f0acdb0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"97838\" data-id=\"f0acdb0\" 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-30f0e24\" data-eae-slider=\"4003\" data-id=\"30f0e24\" 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-ebcf56f elementor-widget elementor-widget-heading\" data-id=\"ebcf56f\" 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\">Exploring the perception and future outlook of attention measurement and optimization in digital media<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-568a0ba elementor-widget elementor-widget-text-editor\" data-id=\"568a0ba\" 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;\">All eyes are on attention. Although it\u2019s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified \u2014 so how can marketers best measure and optimize their campaigns for higher attention?<\/span><\/p><p><span style=\"font-weight: 400;\">IAS partnered with YouGov to assess the current state, perceptions, and future outlook of attention measurement and optimization in digital media. In this study, we surveyed U.S. digital media experts from both the buy- and sell-side to reveal the most important KPIs tracked by attention users and shed light on the business results and success rates attributed to attention strategies.<\/span><\/p><p><span style=\"font-weight: 400;\">Here\u2019s what we discovered:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">83% of media experts think it\u2019s important for their company to have an attention strategy<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">79% of media experts report substantial improvement in revenue opportunity since implementing an attention strategy<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">78% of attention measurement users are prepared to evolve to optimization in the next 12 months<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Download the research, <\/span><b>The Attention Payoff<\/b><span style=\"font-weight: 400;\">, to uncover the current state of attention and understand how your brand can be measuring and optimizing it to reach superior results.<\/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-fc65243 dark-green-buttton elementor-align-center elementor-widget elementor-widget-button\" data-id=\"fc65243\" 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-lg\" href=\"#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6MjkyNjM3LCJ0b2dnbGUiOmZhbHNlfQ%3D%3D\">\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\">DOWNLOAD<\/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>All eyes are on attention. Although it\u2019s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified \u2014 so how can marketers best measure and optimize their campaigns for higher attention?<\/p>\n","protected":false},"author":59,"featured_media":327509,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[771,303,768],"tags":[],"class_list":["post-327597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-attention-apac","category-featured-apac-2","category-research-apac-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>RESEARCH: The Attention Payoff - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/research-the-attention-payoff\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RESEARCH: The Attention Payoff\" \/>\n<meta property=\"og:description\" content=\"All eyes are on attention. Although it\u2019s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified \u2014 so how can marketers best measure and optimize their campaigns for higher attention?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/apac\/insider\/research-the-attention-payoff\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-20T13:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-15T07:18:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/11\/DE-Attention-Study-Insider.png\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/research-the-attention-payoff\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/research-the-attention-payoff\/\"},\"author\":{\"name\":\"IAS Team\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755\"},\"headline\":\"RESEARCH: The Attention Payoff\",\"datePublished\":\"2023-11-20T13:00:00+00:00\",\"dateModified\":\"2025-05-15T07:18:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/research-the-attention-payoff\/\"},\"wordCount\":206,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/research-the-attention-payoff\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/11\/DE-Attention-Study-Insider.png\",\"articleSection\":[\"Attention\",\"Featured\",\"Research\"],\"inLanguage\":\"en-APAC\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/research-the-attention-payoff\/\",\"url\":\"https:\/\/integralads.com\/apac\/insider\/research-the-attention-payoff\/\",\"name\":\"RESEARCH: The Attention Payoff - 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