{"id":301936,"date":"2022-11-22T14:11:58","date_gmt":"2022-11-22T14:11:58","guid":{"rendered":"https:\/\/integralads.com\/insider\/driving-outcomes-with-viewability-attention\/"},"modified":"2023-08-09T16:07:08","modified_gmt":"2023-08-09T16:07:08","slug":"driving-outcomes-with-viewability-attention","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/","title":{"rendered":"Driving Outcomes with Viewability & Attention"},"content":{"rendered":"\n

Viewability is perhaps the most basic requirement for marketers. It’s the starting point that leads to analysing time-in-view, providing key insight on what captures consumers’ attention. <\/p>\n\n\n\n

But when it comes to fueling sales, how crucial is consumer engagement? And is there a way for marketers to optimise digital ad campaigns<\/a> for amplified attention? <\/p>\n\n\n\n

IAS partnered with Catalina<\/a> to drive sales for a major CPG brand using display ads in both mobile and desktop environments. In this study, we used a test versus control methodology to understand how viewability and time-in-view impact return on ad spend (ROAS) and sales lift. <\/p>\n\n\n\n

Here’s a quick look at what we found: <\/p>\n\n\n\n

– 3.3%:<\/strong> Sales lift in the exposed test group rose 3.3% from the unexposed control group sales <\/p>\n\n\n\n

– 74%:<\/strong> of incremental sales from the exposed test campaign were driven by the in-view audience <\/p>\n\n\n\n

– 180%: <\/strong>ROAS tripled for the in-view group when comparing in-view vs. not in-view <\/p>\n\n\n\n

When it comes to maximizing sales lift, attention is everything. Download Driving Outcomes with Viewability & Attention<\/strong> to learn how time-in-view drives consumer attention \u2014 leading you to better outcomes.<\/p>\n","protected":false},"excerpt":{"rendered":"

Viewability is perhaps the most basic requirement for marketers. It’s the starting point that leads to analysing time-in-view, providing key insight on what captures consumers’ attention. But when it comes to fueling sales, how crucial is consumer engagement? And is…<\/p>\n","protected":false},"author":22,"featured_media":305740,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[272,298],"tags":[],"class_list":["post-301936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research-uk","category-viewability-uk"],"acf":[],"yoast_head":"\nDriving Outcomes with Viewability & Attention - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Driving Outcomes with Viewability & Attention\" \/>\n<meta property=\"og:description\" content=\"Viewability is perhaps the most basic requirement for marketers. It’s the starting point that leads to analysing time-in-view, providing key insight on what captures consumers’ attention. But when it comes to fueling sales, how crucial is consumer engagement? And is...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-22T14:11:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-09T16:07:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2022\/11\/Viewability-and-Attention-860x860-1-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS Marketing\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS Marketing\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/\"},\"author\":{\"name\":\"IAS Marketing\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/7385283b34c18807943c65833f585b49\"},\"headline\":\"Driving Outcomes with Viewability & Attention\",\"datePublished\":\"2022-11-22T14:11:58+00:00\",\"dateModified\":\"2023-08-09T16:07:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/\"},\"wordCount\":186,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Viewability-and-Attention-860x860-1-2.jpg\",\"articleSection\":[\"Research\",\"Viewability\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/\",\"name\":\"Driving Outcomes with Viewability & Attention - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Viewability-and-Attention-860x860-1-2.jpg\",\"datePublished\":\"2022-11-22T14:11:58+00:00\",\"dateModified\":\"2023-08-09T16:07:08+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/#breadcrumb\"},\"inLanguage\":\"en-gb\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/#primaryimage\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Viewability-and-Attention-860x860-1-2.jpg\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Viewability-and-Attention-860x860-1-2.jpg\",\"width\":860,\"height\":860,\"caption\":\"Screens\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/driving-outcomes-with-viewability-attention\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/uk\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Driving Outcomes with Viewability & Attention\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/integralads.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-gb\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/7385283b34c18807943c65833f585b49\",\"name\":\"IAS Marketing\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g\",\"caption\":\"IAS Marketing\"},\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/author\\\/2021-04-05-221343-9\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Driving Outcomes with Viewability & Attention - Integral Ad Science","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/","og_locale":"en_US","og_type":"article","og_title":"Driving Outcomes with Viewability & Attention","og_description":"Viewability is perhaps the most basic requirement for marketers. It’s the starting point that leads to analysing time-in-view, providing key insight on what captures consumers’ attention. But when it comes to fueling sales, how crucial is consumer engagement? And is...","og_url":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/","og_site_name":"Integral Ad Science","article_published_time":"2022-11-22T14:11:58+00:00","article_modified_time":"2023-08-09T16:07:08+00:00","og_image":[{"width":860,"height":860,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2022\/11\/Viewability-and-Attention-860x860-1-2.jpg","type":"image\/jpeg"}],"author":"IAS Marketing","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS Marketing","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/"},"author":{"name":"IAS Marketing","@id":"https:\/\/integralads.com\/#\/schema\/person\/7385283b34c18807943c65833f585b49"},"headline":"Driving Outcomes with Viewability & Attention","datePublished":"2022-11-22T14:11:58+00:00","dateModified":"2023-08-09T16:07:08+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/"},"wordCount":186,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2022\/11\/Viewability-and-Attention-860x860-1-2.jpg","articleSection":["Research","Viewability"],"inLanguage":"en-gb"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/","url":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/","name":"Driving Outcomes with Viewability & Attention - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2022\/11\/Viewability-and-Attention-860x860-1-2.jpg","datePublished":"2022-11-22T14:11:58+00:00","dateModified":"2023-08-09T16:07:08+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/#breadcrumb"},"inLanguage":"en-gb","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/"]}]},{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2022\/11\/Viewability-and-Attention-860x860-1-2.jpg","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2022\/11\/Viewability-and-Attention-860x860-1-2.jpg","width":860,"height":860,"caption":"Screens"},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/uk\/insider\/driving-outcomes-with-viewability-attention\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/uk\/"},{"@type":"ListItem","position":2,"name":"Driving Outcomes with Viewability & Attention"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-gb"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/7385283b34c18807943c65833f585b49","name":"IAS Marketing","image":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/secure.gravatar.com\/avatar\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g","caption":"IAS Marketing"},"url":"https:\/\/integralads.com\/uk\/insider\/author\/2021-04-05-221343-9\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301936","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/comments?post=301936"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301936\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media\/305740"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media?parent=301936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/categories?post=301936"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/tags?post=301936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}