Singapore – Integral Ad Science (IAS) has announced the release of ‘Quality Attention’, its post-bid measurement product, in Singapore Through this product, marketers can achieve impact from their promotional efforts by utilising it, giving them access to IAS’s database of more than 280 billion daily digital interactions and thorough attention research.
IAS developed an approach that utilises attention as an indicator for assessing a commercial’s allure to consumers and its potential for delivering outcomes like sales, conversions, and brand impact. Viewability, ad density, and user interaction are some of the signals from IAS’s main products that are incorporated into ‘Quality Attention’. For it to promote decisive outcomes, these signals are weighted to create a comprehensive attention score and three sub-scores for visibility, situation, and interaction.
It can also predict whether an impression is likely to attract attention and produce excellent advertising results through analysing four key media signals.
By utilising these signals with the IAS scoring system, marketers are able to acquire useful insights into attention metrics, identify interesting possibilities to improve messaging executions during creative development, and assess how well programmatic partners are doing at gaining more attention.
IAS is also working with partners in the market, such as Lumen, to improve the assessment of effective attention.
Yannis Dosios, chief commercial officer at Integral Ad Science, said, “Harnessing attention is pivotal to executing a successful advertising campaign. But not all attention products are created equal. IAS has created a research-backed model on attention based on outcomes and three key media signals, including visibility, situation, and interaction that can predict if an impression is likely to lead to attention and results. We have developed a comprehensive attention product based on data, research, and testing, designed to deliver meaningful results for marketers.”
