Integral Ad Science (IAS) has announced the expansion of its Quality Attention™ measurement product to include support for mobile in-app environments. This enhancement aims to unify media quality and eye tracking with machine learning to deliver improved ad measurement and business results.
Key Enhancements
- Expanded Coverage: Quality Attention now includes mobile in-app environments, providing advertisers with broader coverage across various channels and formats.
- Improved Accuracy: The model has enhanced the correlation between attention scores and business outcomes, such as awareness, consideration, and conversion.
- Advanced Metrics: New metrics include the number of ads that paused, resumed, skipped, and started a video ad, as well as volume change and its sub-metrics.
Market Context
According to eMarketer, apps are expected to capture 82% of the projected $200 billion in mobile ad spend this year. IAS's recent report, "Taking Action on Attention: Volume II," indicates that higher attention scores can lead to conversion rates twice as high as those with low attention scores.
Performance and Results
- Conversion Rates: High attention impressions can result in up to a 130% lift in conversion rates compared to low attention impressions.
- Brand Consideration and Purchase Intent: Higher attention scores see a 91% increase in brand consideration and a 166% increase in purchase intent.
Technology and Data
Quality Attention leverages advanced machine learning, eye-tracking technology from Lumen Research, and various signals from IAS's core technology, including viewability and user interaction, to generate a single attention score.
Industry Impact
Khurrum Malik, CMO of IAS, emphasized the importance of attention measurement in driving campaign performance. Mike Follett, CEO of Lumen Research, highlighted the collaboration between Lumen's eye-tracking data and IAS's attention model as a significant step forward in providing more granular information for advertisers.
Conclusion
The expansion of Quality Attention to mobile in-app environments aims to help advertisers capture higher attention, drive campaign performance, and achieve proven results. For more details, visit IAS's website or read their report, "Taking Action on Attention: Volume II."
