{"id":328034,"date":"2023-11-20T15:48:02","date_gmt":"2023-11-20T15:48:02","guid":{"rendered":"https:\/\/integralads.com\/?p=328034"},"modified":"2024-01-10T18:05:01","modified_gmt":"2024-01-10T18:05:01","slug":"the-attention-payoff-research","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/the-attention-payoff-research\/","title":{"rendered":"RESEARCH: THE ATTENTION PAYOFF"},"content":{"rendered":"\n<p>All eyes are on attention. Although it\u2019s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified \u2014 so how can marketers best measure and optimize their campaigns for higher attention?<\/p>\n\n\n\n<p>IAS partnered with YouGov to assess the current state, perceptions, and future outlook of attention measurement and optimization in digital media. In this study, we surveyed U.S. digital media experts from both the buy- and sell-side to reveal the most important KPIs tracked by attention users and shed light on the business results and success rates attributed to attention strategies.<\/p>\n\n\n\n<p>Here\u2019s what we discovered:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>83% of media experts think it\u2019s important for their company to have an attention strategy<\/li>\n\n\n\n<li>79% of media experts report substantial improvement in revenue opportunity since implementing an attention strategy<\/li>\n\n\n\n<li>78% of attention measurement users are prepared to evolve to optimization in the next 12 months<\/li>\n<\/ul>\n\n\n\n<p>Download the research,&nbsp;<strong>The Attention Payoff<\/strong>, to uncover the current state of attention and understand how your brand can be measuring and optimizing it to reach superior results.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>All eyes are on attention. Although it\u2019s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified \u2014 so how can&#8230;<\/p>\n","protected":false},"author":59,"featured_media":327677,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[753],"tags":[],"class_list":["post-328034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-uk-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>RESEARCH: THE ATTENTION PAYOFF - 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\/the-attention-payoff-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RESEARCH: THE ATTENTION PAYOFF\" \/>\n<meta property=\"og:description\" content=\"All eyes are on attention. Although it\u2019s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified \u2014 so how can...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/the-attention-payoff-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-20T15:48:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-10T18:05:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/11\/DE-Attention-Study-Insider-1.png\" \/>\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\/png\" \/>\n<meta name=\"author\" content=\"IAS Team\" \/>\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 Team\" \/>\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\/the-attention-payoff-research\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/the-attention-payoff-research\/\"},\"author\":{\"name\":\"IAS Team\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755\"},\"headline\":\"RESEARCH: THE ATTENTION PAYOFF\",\"datePublished\":\"2023-11-20T15:48:02+00:00\",\"dateModified\":\"2024-01-10T18:05:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/the-attention-payoff-research\/\"},\"wordCount\":192,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/the-attention-payoff-research\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/11\/DE-Attention-Study-Insider-1.png\",\"articleSection\":[\"Insights\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/the-attention-payoff-research\/\",\"url\":\"https:\/\/integralads.com\/uk\/insider\/the-attention-payoff-research\/\",\"name\":\"RESEARCH: THE ATTENTION PAYOFF - 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