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Share on XBuying a car is one of the biggest decisions consumers make, and in a crowded media environment, simply reaching audiences is no longer enough. To better understand what actually drives consideration and business outcomes, Stellantis partnered with Integral Ad Science (IAS) and media agency Publicis Media to place attention measurement at the center of its media strategy.
Building One of the Industry’s Largest Attention Measurement Programs
To support this initiative, IAS Quality Attention™ was deployed across Stellantis’ open web campaigns through a large-scale testing and optimization program that initially launched in 2024, running for more than six months globally — and up to 18 months in key markets such as France.
The program covered:
- 19 countries
- 20+ Stellantis brands and services
- Over 13 billion measured impressions
This large-scale rollout enabled Stellantis to build one of the richest and most diverse attention datasets in the industry, creating a new framework for understanding how attention influences both media efficiency and business outcomes.
Rather than treating attention as a standalone campaign metric, Stellantis, Publicis Media, and IAS developed a broader strategic roadmap that combined:
- Continuous attention measurement across eligible media environments
- Deep global and local market analysis
- Dedicated qualitative and quantitative research
- Cross-analysis with established media quality KPIs, including viewability, fraud, and brand suitability
- Training and enablement programs designed to help teams integrate attention into media planning and optimization workflows
How Attention Insights Helped Stellantis Improve Media Performance Across Global Markets
The analysis showed that attention drivers varied significantly across markets and media environments.
For example:
- In the United States, visibility emerged as a primary driver of attention.
- Across Europe, less cluttered environments and stronger share-of-screen dynamics had a greater influence on attention performance.
These insights enabled Publicis to refine optimization frameworks market by market, integrating attention alongside traditional media KPIs to create a more holistic approach to campaign performance.
As a result, Stellantis was able to evolve media allocation strategies with greater precision:
- Lower-attention environments were used more strategically for lower-funnel objectives focused on repetition and efficiency.
- Higher-attention environments were prioritised for premium storytelling, immersive creative formats, and key product messaging.
The program also introduced an ongoing optimisation model focused on continuously improving attention performance over time, rather than treating attention as a static measurement.
Proving the Business Impact of Attention
While this groundbreaking program was launched using previous campaign data, the framework remains a highly relevant industry masterclass that continues to win prestigious awards and drive sustained success today. The results from this benchmark rollout demonstrated a powerful, lasting relationship between attention quality and campaign effectiveness across both brand and performance metrics:
Key outcomes included:
- A 165% increase in engagement on high-attention inventory
- A 33% increase in ad recall for key audience, as measured by Dynata’s study
This additional brand study in partnership with Dynata validated the connection between attention and brand KPIs, specifically showcasing the 33% increase in ad recall among Stellantis’s main target audience.
The initiative also enabled Stellantis to establish internal attention benchmarks by market and campaign type, helping create the foundation for a scalable global attention framework.
“Without Measurement, You’re Navigating Blindly.”
"Without measurement, you’re navigating blindly. Our media investments need to become increasingly effective and profitable, so understanding their real impact is crucial for us. That’s what we aimed to achieve with IAS solutions, which go beyond traditional measurement. Advertising attention is a key challenge and reflects a broader industry shift toward identifying new, effective signals. To sustainably adopt this KPI, we needed proof. Working with Publicis Media and IAS was essential. With Quality Attention™, we achieved very positive full-funnel results, validated through two large-scale studies — a brand lift study and a performance impact study — demonstrating the effectiveness of this new KPI.”
Explore the Full Stellantis Attention Strategy
Want to explore the full methodology, strategic framework, and results behind Stellantis’ global attention initiative?
Download the full case study to learn how attention-driven optimization is helping reshape media performance strategies at scale.
