Integral Ad Science today announced that it has extended its Quality Attention measurement product to now support mobile in-app environments. Quality Attention is the first-ever measurement solution that combines media quality and eye-tracking data with machine learning-and has delivered proven results. IAS is a leading global media measurement and optimization platform, listed on Nasdaq: IAS.
This enhancement further reinforces IAS’s commitment to broader coverage for advertisers across various channels and formats. Going beyond broader support for diverse environments, the Quality Attention model is now available with improved accuracy in correlating attention with business outcomes. It is designed to predict the likelihood that an impression will result in important business outcomes such as brand awareness, consideration, and conversion.
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eMarketer predicts that mobile apps will capture 82% of the expected $200 billion spent on mobile ads this year. For the first time, Advertisers can now use Quality Attention to drive better performance in their mobile in-app campaigns and further protect their growing investments in mobile. The IAS report “Taking Action on Attention: Volume II,” was recently released and saw that high-attention impressions generated conversion rates as high as twice that of low-attention impressions.
It’s critical that attention measurement drive outcomes and lift in campaign performance for advertisers,” said Khurrum Malik, CMO of Integral Ad Science. “The latest updates to our Quality Attention offering are designed to arm advertisers with more granular insights and greater coverage across the most pivotal channels and formats.”
Key features of Quality Attention for global advertisers include:
Improved Coverage and Metrics: Measurement capabilities extended to mobile in-app environments; new metrics include ad pause, resume, skip, and start rates for video ads, complemented by volume change and sub-metrics.
Advanced Machine Learning Model: Compre-hensive look at campaign attention performance, trained on billions of impressions and millions of conversion events.
Proven performance and brand impact include: up to a 130% increase in conversion rates for high-attention impressions versus low-attention impressions; attention scores connected to 91% higher brand consideration and up to 166% higher purchase intent.
Unmatched Combination of Media Quality and Human Attention: IAS exclusively combines one of the world’s largest consumer attention biometric datasets with media quality metrics to give the most accurate attention insights for advertisers.
Quality Attention lets advertisers harness richer attention to better campaign performance, with measurable results. This product deploys advanced machine learning, actionable data from Lumen Research’s eye-tracking technology, and numerous signals such as viewability, ad placement, and user interaction-to generate a single attention score.
“The developments to IAS’s Quality Attention offering represent the key next step in providing an improved insight into attention for advertisers,” said Mike Follett, CEO, Lumen Research. “Combining our state-of-the-art eye-tracking data with IAS’s attention model provides the advertiser with even more fine-grained insights across the in-app environment.”
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