IAS Announces First Attention Product to Unify Media Quality and Eye Tracking
- Up to a 130% lift in conversion rates when comparing high attention impressions to low attention impressions
- Greater attention scores seeing 91% higher brand consideration and 166% higher purchase intent
- Unification of media quality with human attention, providing the most accurate picture of attention for global advertisers
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Insights
The introduction of Integral Ad Science's Quality Attention™ measurement product represents a significant advancement in the digital advertising space. The ability to quantify attention through eye-tracking and machine learning algorithms could revolutionize how advertisers allocate their budgets and measure campaign effectiveness. By correlating attention metrics directly with business outcomes such as conversion rates, this tool provides a more granular understanding of consumer engagement.
Advertisers have long struggled with understanding the real impact of their advertisements beyond traditional metrics like click-through rates. The promise of a 130% lift in conversion rates for ads with higher attention scores suggests a strong correlation between the quality of attention and consumer behavior. If these figures are consistent across various campaigns and industries, this could lead to a shift in advertising strategies towards quality of exposure rather than quantity, potentially increasing the overall efficiency of ad spend.
Furthermore, the emphasis on reducing ad clutter and its association with a lower carbon footprint aligns with growing consumer and corporate focus on sustainability. This dual benefit could enhance brand reputation and appeal to a segment of consumers who are increasingly environmentally conscious.
From a financial perspective, the launch of Quality Attention™ by Integral Ad Science could have material implications for the company's revenue streams. As advertisers seek more effective ways to reach their target audience, tools that demonstrate a clear ROI become invaluable. The reported performance improvements, such as the 130% lift in conversion rates, provide a compelling value proposition that could drive adoption and increase market share for IAS.
Investors should monitor the adoption rate of the Quality Attention product and its impact on IAS's financials. A successful rollout, evidenced by strong sales growth and customer testimonials, could lead to upward revisions in revenue forecasts and potentially enhance the company's stock valuation. Conversely, failure to convert interest into tangible sales, or the emergence of competing products, could temper expectations.
The partnership with Sanofi, a global healthcare company, serves as a case study for the potential of Quality Attention to improve media KPIs. If similar partnerships yield positive results, this could serve as a catalyst for further enterprise-level adoption, bolstering IAS's competitive position in the ad tech industry.
The relationship between ad clutter reduction and a lower carbon footprint is an intriguing aspect of the Quality Attention™ product. As businesses increasingly integrate sustainability into their operations and marketing strategies, tools that can simultaneously enhance advertising effectiveness and reduce environmental impact could see heightened demand.
Analyzing the sustainability angle, if IAS can provide data showing a quantifiable reduction in carbon footprint through the use of their product, this could attract advertisers with green mandates. This could become a unique selling proposition, differentiating IAS in a crowded market and potentially allowing for premium pricing on their services.
However, the actual environmental impact of digital ad clutter is complex and measuring the carbon footprint reduction attributable to advertising practices requires careful analysis. Stakeholders would benefit from transparency regarding the methodology used to calculate these environmental benefits and how they compare to industry benchmarks.
Quality Attention™ Provides Actionable Attention Metrics that Tie to Business Results for Global Advertisers
With Quality Attention, advertisers can capture higher attention to drive campaign performance and unlock proven results. Quality Attention uses advanced machine learning technology, actionable data from Lumen Research's eye-tracking technology, and a variety of signals obtained as part of IAS's core technology, including viewability, ad situation, and user interaction, and weighs them into a single attention score. IAS's attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion.
"Attention measurement must inform actions that drive superior results for advertisers," said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. "Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment, and customer interaction impact campaign performance. According to our research, brands that focus on driving higher IAS attention scores achieve up to a
Quality Attention provides global advertisers with:
- An Advanced Machine Learning Model: A singular view of campaigns' attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.
- Proven Performance and Brand Results: Up to a
130% lift in conversion rates when comparing high attention impressions to low attention impressions, with greater attention scores seeing91% higher brand consideration and166% higher purchase intent. - Unification of Media Quality with Human Attention: IAS is the first company to combine one of the world's largest consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers.
Global healthcare company, Sanofi, has partnered with IAS as they move beyond traditional ways of measuring media performance. "We know that ad clutter is not only a frustrating consumer experience, but it also correlates with attention and carbon footprint: less ad clutter = more attention and less carbon," said Anna Kechekmadze, Global Digital Media Lead at Sanofi CHC. "Our partnership with IAS on Quality Attention is giving us insight into how attention plays a role in reducing ad fatigue, getting better inventory quality and improving media KPIs."
IAS and Lumen Research announced their initial partnership in 2023 to change the way digital advertising impressions are measured for attention-first advertising. Now, IAS customers will have an even more powerful way to accurately track which ad impressions have captured attention and are likely to yield business results.
"We are excited about the evolution of our partnership with IAS and how we are offering advertisers a transparent and more accurate picture of attention," said Mike Follett, CEO at Lumen Research. "By bringing our cutting-edge eye-tracking data to IAS's attention model, advertisers have access to the most robust predictive attention models at scale."
For more information, visit https://integralads.com/solutions/attention/ or read our recent report, The Attention Payoff.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.
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