Integral Ad Science (IAS), a leader in the global media measurement and optimisation sector, announced the enhancement of its Quality Attention product by incorporating support for mobile in-app environments. This marks the first integration of media quality metrics with eye tracking through machine learning, promising verifiable results.
The update to Quality Attention signifies IAS’s continued commitment to providing advertisers with extended coverage across more channels and formats. This enhancement not only expands the application of the product but also increases the accuracy of correlating attention metrics with actual business outcomes, such as brand awareness, consideration, and conversions.
Boosting campaign effectiveness with advanced metrics
As digital advertising evolves, mobile apps are expected to dominate with an 82% share of the projected US$200 billion in mobile ad spend this year, as per eMarketer. The enhanced Quality Attention tool aims to enhance advertisers’ campaign results through more precise measurement of viewer engagement in mobile in-app campaigns.
IAS’s recent report, Taking Action on Attention: Volume II, underscores the significant impact of high attention scores on campaign success. Campaigns with high attention scores reported conversion rates that were twice as high as those with lower scores, highlighting the tool’s effectiveness in driving superior advertiser results.
“It’s essential for attention measurement to drive outcomes and campaign performance for advertisers,” said Khurrum Malik, CMO of Integral Ad Science. “The latest enhancements to our purpose-built Quality Attention offering are expected to provide advertisers with more granular signals and expanded coverage across the channels and formats that are most important to them.”
Key features of the enhanced Quality Attention product
The updated Quality Attention product offers:
- Expanded Coverage and Metrics: Measures across mobile in-app environments, adding metrics such as ads paused, resumed, skipped, and started, along with volume changes and detailed sub-metrics.
- Advanced Machine Learning Model: Provides a consolidated view of campaign attention performance, trained on a vast dataset consisting of billions of impressions and millions of conversion events.
- Proven Performance and Brand Results: Delivers up to a 130% increase in conversion rates for high attention scores compared to lower ones, with substantial improvements in brand consideration and purchase intent.
- Integration of Media Quality and Human Attention: IAS is the first company to combine one of the world’s largest consumer attention biometric datasets with media quality metrics for the most accurate attention measurement available.
A leap forward in attention measurement accuracy
“The latest enhancements to IAS’s Quality Attention offering is a step forward in creating a more accurate picture of attention for advertisers,” said Mike Follett, CEO at Lumen Research. “We were excited to combine our cutting-edge eye-tracking data with IAS’s attention model and now advertisers have access to even more granular information across the in-app environment.”
Initially launched in January 2024, the Quality Attention product was the first to merge media quality and eye tracking with advanced machine learning. It provides transparent metrics to help global advertisers maximise their return on investment, enhance brand consideration, and boost conversions.