HARNESS ATTENTION TO DRIVE PROVEN RESULTS
IAS Quality AttentionTM unifies media quality and eye tracking with machine learning to deliver proven results to advertisers worldwide. With Quality AttentionTM, global advertisers can increase return on investment, drive brand consideration, and boost conversions across campaigns.
Crack the code on the connection between attention and campaign performance.
Attention is one of the most complex and widely discussed topics in digital media — making it that much more important to measure. Quality AttentionTM allows marketers to unlock proven results without sacrificing media quality.
Quality AttentionTM is designed to help brands navigate through media clutter to seamlessly understand how media visibility, the ad environment, and human interaction can inform media strategies that drive proven results.
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Marketers report up to 91% higher brand consideration after implementing Quality AttentionTM
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IAS analyzed billions of impressions to determine that Attention is a function of three key categories — Visibility, Situation, and Interaction. The combination of these categories, developed from a host of campaign metrics, can predict if an impression is likely to lead to a business result.
VISIBILITY
Visibility signals measure the validity of the impressions being served. These are baseline measures advertisers should optimize first. Without Visibility measures, Attention cannot occur.
SITUATION
Situation signals describe the environment in which impressions are served. Situation signals measure the number of ads on a page, and the ad share of screen an ad has on a page relative to other content.
INTERACTION
Interaction signals are indicators of consumer activity in the presence of ads. These signals can help identify human preference, measuring activity like scrolling, interacting with ads, and where the consumer’s gaze and fixation is on the page, like passive eye-tracking powered by Lumen data.
Publishers and platforms can demonstrate the true impact of their inventory, optimize for engagement, and align with advertiser KPIs with Quality Attention. Read more here.
OMD and Nissan enlisted the help of IAS, implementing key measurement and optimization products including Quality Attention, Total Visibility, and Context Control to drive superior results. Download the case study for more.
Your success is what drives us. Our global Help Center and customer success team can quickly address any questions you have about our audio solutions at any point.
Transparency is key to successful campaigns. Leverage these Frequently Asked Questions (FAQs) to find out what you need to know about attention solutions that drive results.
Attention in advertising refers to the amount of cognitive focus a viewer gives to an ad. It’s a measure of whether or not an ad resonates with consumers and can be linked to business results.
Ads can attract attention through elements like personalized messaging, relevance, eye-catching visuals, compelling headlines, strategic placement, and interactive formats. Understanding the target audience’s preferences and context enhances an ad’s ability to stand out.
Attention is measured using metrics like viewability, time-in-view, engagement (clicks, interactions), and advanced methods like eye-tracking. IAS uses advanced machine learning technology and a variety of signals obtained as part of IAS’s core products, including viewability, ad density, and user interaction and weighs them into a single attention score.
Attention is crucial because it directly impacts ad effectiveness. If an ad fails to capture attention, it cannot convey its message or influence consumer behavior, making attention a key driver of ROI.
IAS uses advanced machine learning technology and a variety of signals obtained as part of IAS’s core products, including viewability, ad density, and user interaction and weighs them into a single attention score. By analyzing these factors, IAS helps inform optimization strategies to increase attention and impact.
Yes, attention metrics help advertisers understand how well their ads resonate with audiences. By leveraging these insights, advertisers can refine their strategies to enhance engagement, boost brand recall, and achieve better campaign results.
Factors influencing attention include ad placement, content surrounding the ad, or various creative elements. In general, ads placed in safe, contextually relevant settings are more likely to attract and sustain attention.
