NEW YORK, Feb. 06, 2018 (GLOBE NEWSWIRE) — Integral Ad Science (IAS), the measurement and analytics company that empowers the advertising industry, today announced findings from the beta test of its Consumer Exposure Optimization solution. Over eight months, IAS partnered with a group of Fortune 500 companies to drive consumer ad engagement on desktop by reducing underexposure to ads and increased average campaign exposure time per consumer. This optimization created higher potential impact by decreasing underexposed consumers who had too little contact with the campaign to create any value.
Advertisers face challenges in ensuring that consumers are exposed to online campaigns for a long enough time to create real impact. IAS’s Consumer Exposure Optimization switches the focus from ad impression delivery towards engagement (and eventually impact) through aggregated exposure. The goal is to reduce campaign overexposure and underexposure to ads, and optimize campaign reach to enable brands to effectively influence consumers efficiently.
In the future, impression-based marketing may no longer be the only method used to measure and optimize campaigns. Now, with the benefits of Consumer Exposure Optimization, marketers can turn attention into action by focusing on all touch points throughout the consumer journey.
“IAS gave us visibility into display exposure durations for our brand, as well as the ability to buy programmatic media optimized to exposure time for those that were underexposed – capabilities that make data more transparent and therefore more actionable,” said Adam Gitlin, President of Annalect, a digital analytics and data-driven network of Omnicom Media Group.
TIME + FREQUENCY
Results show that participating brands successfully increased the time and frequency of ad exposure to consumers and decreased the percent of consumers who had too little exposure to drive impact:
Across six test campaigns, median cumulative exposure time per consumer increased by 45% and underexposure to campaigns was reduced by as much as 36%.
For digital campaigns, 70% to 85% of consumers are served no more than one viewable impression, and 50% to 65% of consumers are exposed to a campaign for a total of five seconds or less [H2 2016 MQR]. This makes it difficult for brands to influence consumers and ensure their messages are seen for enough time to drive impact.
All campaigns saw a reduction in underexposed consumers and an increase in exposed consumers. Underexposed consumers were defined as total campaign viewable time of <1 second irrespective of frequency for an individual consumer. Overexposed consumers were defined as a total campaign viewable time of more than 45 seconds or a frequency of more than 14 exposures for an individual consumer.
In one case, a consumer goods campaign had 70% of all impressions served to underexposed consumers. Through Consumer Exposure Optimization, this was reduced to 45%.
Campaigns also saw cumulative exposure time increase. One campaign saw a 114% increase in average exposure time, with exposure time per consumer more than doubling, from 7 to 15 seconds.
“IAS wants to solve an industry problem by moving past impression measurement and focusing instead on consumer engagement. Consumers need to see the right messages for the right time and frequency. This type of optimization will become invaluable to advertisers who are focusing more efforts on valuable programmatic campaigns and ROI-driven results. We’re excited by the results and level of participation and are looking forward to helping more marketers optimize towards impactful campaign exposures,” said Scott Knoll, CEO of Integral Ad Science.
Integral Ad Science (IAS) is a global measurement and analytics company that builds verification, optimization, and analytics solutions to empower the advertising industry to invest with confidence and activate consumers everywhere, on every device. We solve the most pressing problems for brands, agencies, publishers, and technology companies by verifying that every impression has the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analyzing digital’s impact on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in thirteen countries. Our growth and innovation have been recognized in Inc. 500, Crain’s Fast 50, Forbes America’s Most Promising Companies, and I-COM’s Smart Data Marketing Technology Company. Learn more at www.integralads.com.