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In a landscape challenged by media quality concerns such as viewability, cost per click, and video completion rates, Danone aimed to turn these obstacles into opportunities. Partnering with IAS, the brand wanted to test whether Quality Attention™ pre-bid could automatically identify and target high-quality inventory that would drive measurable improvements in campaign performance — not just attention scores, but real business metrics that matter.
The Approach
Danone conducted a two-phase test for their Activia Yogurt campaign targeting women aged 25-54. Phase 1 (May 20 – June 1) served as a measurement-only baseline to establish attention metrics for their digital ads. Phase 2 (June 2 – July 6) implemented IAS Quality Attention™ pre-bid, focusing programmatic bids on high-attention inventory to enhance audience engagement.
The test measured four critical KPIs: viewability rate, click-through rate, cost per click, and video completion rate. IAS segmented impressions to compare performance and track how pre-bid shifted bidding patterns toward higher-scoring domains.
The Results
The results exceeded all expectations. After activating Quality Attention™ pre-bid, attention levels rose by 56%, with attention scores jumping over 30 points once optimization was applied.
But the real story was in the performance metrics.
Click-through rates increased by an astounding 1,243% while cost per click dropped by 76%—a combination that dramatically improved campaign efficiency. Video completion rates improved by 6.5%, and viewability rates increased by 5.9%. Every single KPI showed significant improvement.
The optimization fundamentally changed how the campaign allocated spend. Post-optimization analysis revealed a definitive shift toward higher attention-scoring inventory, with the system automatically identifying and prioritizing domains that consistently delivered attention scores above 70 — some reaching as high as 94.
Why It Matters
This study proves that attention-based optimization isn’t just about better measurement — it’s about better results. By leveraging IAS Quality Attention™ pre-bid, Danone achieved the holy grail of programmatic advertising: higher engagement at lower cost.
The dramatic improvement in click-through rates combined with reduced costs demonstrates that attention directly correlates with user engagement and campaign efficiency. When you target inventory that genuinely captures user attention, everything else follows: better viewability, higher completion rates, and more cost-effective delivery.
Ready to transform your programmatic performance?
Talk to your IAS representative to get started with Quality Attention™ pre-bid and discover what 1,243% CTR improvement could mean for your campaigns.
