“Taking Action on Attention: How Integral Ad Science is Redefining Media Quality to Maximize Consumer Engagement”
In the world of digital advertising, attention is everything. In an industry where consumers are bombarded with thousands of messages per day, capturing and maintaining their attention is the key to success. However, despite its importance, defining attention has been a challenge for marketers. Integral Ad Science (IAS) recognized this issue and set out to develop a methodological point-of-view that combines the deeply human aspect of attention with evidence-based media signals. The result was the ‘Taking Action on Attention’ whitepaper, which sheds light on the importance of media quality and contextual relevance in capturing consumer attention.
The whitepaper is based on several studies conducted by IAS’s media research team, which set out to test the hypothesis that media quality leads to greater attention. The team tested core media quality metrics, such as viewability and brand safety, and found that they do indeed lead to higher consumer attention. They then tested contextual relevance and found that it also has an impact on attention. Finally, the team used eye-tracking technology to understand how consumers interact with ads with varying degrees of media quality optimizations. They found that while core quality metrics are instrumental in predicting results, holistic insights related to ad density, share of voice, context, and more can show marketers the full picture of media quality needed to maximize attention.
To further prove their model, IAS utilized their industry-first Total VisibilityTM product, which provides actionable advertiser performance data for customers who want greater transparency into their programmatic buys. Using this data, IAS was able to find patterns, such as which types of impressions are likely to lead to a conversion and which are not. These patterns led them to create a differentiated Attention model that can predict the propensity of whether or not an impression will lead to a result.
The whitepaper also details IAS’s definition of Attention and its foundation in business results. Based on millions of data signals combined with Total VisibilityTM and machine-learning models, IAS’s Attention model is based on three key signals that predict the likelihood of an impression leading to a result: Visibility, Situation, and Interaction.
One of the key takeaways from the whitepaper is that both the buy- and sell-side can start optimizing attention now while accurate, scalable attention tools are still being developed. IAS presents the measurement (post-bid) and optimization (pre-bid) tools they are currently working on based on their extensive advertising campaign data, which will provide marketers with actionable insights they’ll need to drive superior results.
In conclusion, the ‘Taking Action on Attention’ whitepaper provides valuable insights into the importance of attention in digital advertising. With attention being such a complex and widely discussed topic, the whitepaper offers a methodological point-of-view that combines the deeply human aspect of attention with evidence-based media signals. By utilizing their Attention model and Total VisibilityTM product, IAS has shown that media quality and contextual relevance are crucial in capturing and maintaining consumer attention, and that there are actionable insights available to marketers to optimize attention and drive superior results.
You can download the whitepaper here.
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