TL;DR:
- Integral Ad Science (IAS) launches Quality Attention™, merging media quality and eye-tracking with machine learning.
- The offering empowers advertisers with transparent metrics to boost ROI, brand consideration, and conversions.
- Quality Attention leverages advanced machine learning, eye-tracking data, and IAS’s core technology to predict impression outcomes.
- High attention scores linked to up to 130% higher conversion rates, 91% increased brand consideration, and 166% higher purchase intent.
- Sanofi partners with IAS to improve media performance and reduce ad clutter.
- IAS and Lumen Research partnership offers a potent tool for tracking ad impressions capturing attention.
Main AI News:
Integral Ad Science (IAS), the esteemed global media measurement and optimization platform, has unveiled a groundbreaking offering set to redefine the advertising landscape. Announcing the launch of its Quality Attention™ measurement product, IAS is taking the industry by storm as it becomes the first to seamlessly merge media quality assessment with cutting-edge eye-tracking technology, all powered by machine learning. This game-changing solution is set to empower global advertisers by delivering transparent metrics aimed at boosting return on investment, elevating brand consideration, and driving conversions.
Quality Attention: A Gateway to Enhanced Ad Performance
With Quality Attention, advertisers gain the upper hand, harnessing heightened attention to supercharge campaign performance and unlock a proven track record of success. Leveraging advanced machine learning technology, actionable insights from Lumen Research’s eye-tracking capabilities, and a rich tapestry of data drawn from IAS’s core technology – encompassing viewability, ad placement, and user engagement – Quality Attention distills these factors into a singular attention score. This innovative attention model by IAS is tailor-made to predict the likelihood of an impression translating into tangible business outcomes such as heightened awareness, consideration, and conversion.
Yannis Dosios, Chief Commercial Officer at Integral Ad Science, emphasizes the pivotal role of attention measurement in steering advertisers towards superior results. “Attention measurement must inform actions that drive superior results for advertisers,” asserts Dosios. “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 130% lift in conversion rates, leading to a better return on their investment.”
Quality Attention: Empowering Global Advertisers
This innovative solution equips global advertisers with a wealth of advantages:
- Advanced Machine Learning Model: A comprehensive view of campaign attention performance, honed through extensive training on an extensive dataset comprising billions of impressions and millions of conversion events.
- Proven Performance and Brand Results: High attention impressions compared to their low attention counterparts can yield up to a remarkable 130% increase in conversion rates. Furthermore, elevated attention scores are linked to a staggering 91% surge in brand consideration and an impressive 166% boost in purchase intent.
- Unifying Media Quality with Human Attention: IAS stands as the pioneer in uniting one of the world’s largest consumer attention biometric datasets with media quality metrics, delivering the most accurate depiction of attention dynamics for global advertisers.
Sanofi, a global healthcare leader, has joined forces with IAS to usher in a new era of media performance evaluation. Anna Kechekmadze, Global Digital Media Lead at Sanofi CHC, underscores the importance of this collaboration in reducing ad clutter and enhancing key performance indicators of media. “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.”
The journey began in 2023 when IAS and Lumen Research initiated their partnership, with a vision to revolutionize the measurement of digital advertising impressions with an unwavering focus on attention-first advertising. Now, IAS’s customers gain access to an even more potent tool for accurately tracking ad impressions that capture attention and drive tangible business outcomes.
Mike Follett, CEO at Lumen Research, expresses excitement about this partnership’s evolution. “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. 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.”
Conclusion:
IAS’s Quality Attention™ is set to disrupt the advertising market by providing advertisers with a powerful tool to improve ad performance and drive tangible business results. With the ability to measure attention and its direct impact on conversion rates and brand consideration, advertisers can make data-driven decisions to optimize their campaigns and achieve higher ROI. This innovative offering marks a significant step towards more effective and efficient advertising strategies in an increasingly competitive landscape.
