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increase in monthly site visits
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points higher attention score vs. auto benchmark in Spain
The Challenge
Toyota Spain, the official distributor of Toyota and Lexus vehicles, wanted to strengthen the performance of its video campaigns while maintaining cost efficiency and brand suitability. Although previous campaigns had benefited from IAS Total Visibility and Viewability measurement, the agency team at T&P and WPP Media sought deeper insights into audience attention to optimize outcomes like cost per session, conversion rate, and view-through rate.
The Approach
Over a five-month test period, WPP Media and IAS structured the project into three phases to measure and optimize attention across Toyota’s campaigns.
Using Quality Attention™, the team analyzed how viewability, ad density, share of screen, device type, and user interaction metrics (such as pause, skip, and volume change) influenced performance.
Findings showed that in-app inventory delivered significantly higher attention scores (90) compared to browser environments (73), guiding the team to shift spend toward high-performing mobile and tablet placements while reducing low-scoring SSP domains and contextual categories.
The Results
After optimizing with Quality Attention™, Toyota Spain achieved measurable success, including:
- A 16% increase in average monthly site visits, rising from 400 in July to 811 in November (calculated as an Compound Annual Growth Rate)
- Attention scores 20 points higher than Spain’s auto benchmark (81 vs. 61) and 19 points above the global average (62)
These results demonstrated that measuring and optimizing to attention scores can drive meaningful performance gains — turning quality insights into higher conversions and improved efficiency.
