Tag: In-app advertising

Singapore – Integral Ad Science (IAS) has announced the expansion of its ‘Quality Attention’ measurement product, adding support for mobile in-app environments. ‘Quality Attention’ is the first measurement product to unify media quality and eye tracking with machine learning to deliver proven results. 

This enhancement to ‘Quality Attention’ continues IAS’s commitment to providing advertisers with expanded coverage across additional channels and formats. In addition to expanded environment support, the ‘Quality Attention’ model has improved accuracy of the correlation between attention scores and outcomes. 

IAS’s attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion. 

Said attention model provides advertisers with measurement across mobile in-app environments and new metrics including the number of ads that paused, resumed, skipped and started a video ad, in addition to volume change and sub-metrics of volume change. Moreover, it will give advertisers a singular view of campaigns’ attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events. 

‘Quality Attention’ also allows advertisers to capture higher attention to drive campaign performance and unlock proven results. Quality Attention uses advanced machine learning technology, actionable data from Lumen Research’s eye-tracking technology, and a variety of signals obtained as part of IAS’s core technology, including viewability, ad situation, and user interaction, and weighs them into a single attention score. 

Khurrum Malik, chief marketing officer of Integral Ad Science, said, “It’s essential for attention measurement to drive outcomes and campaign performance for advertisers. 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.” 

Meanwhile, Mike Follett, CEO at Lumen Research, commented, “The latest enhancements to IAS’s Quality Attention offering is a step forward in creating a more accurate picture of attention for advertisers. 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.” 

Singapore – A new report from PubMatic has revealed that around 70% of APAC marketers are spending on in-app advertising, with 8 in 10 marketers seeing improved brand awareness and are paying off for brands.

At 88%, Singaporean buyers are most likely to buy in-app, while Japanese buyers are doing far less in-app buying, at just 47%. Across countries, performance-focused buyers are more likely to advertise in-app than brand buyers, at 77% and 60% respectively. 

Despite this discrepancy, marketers across regions say that brand awareness is the leading benefit of in-app advertising, regardless of their primary advertising objectives.

In terms of mobile game advertising, the study shows slightly over half of marketers that currently incorporate in-app ads in their marketing strategies also invest in mobile gaming ads. Of the APAC marketers surveyed, 52% have an in-game marketing strategy, with a wide variance of adoption across countries: only 15% of Japanese marketers are spending on in-game ads, versus 77% of marketers in Singapore. 

Moreover, most advertisers who are reluctant to invest in mobile gaming ads cited their primary reason as misalignment with company or brand values, or misalignment with target audiences.

Meanwhile, programmatic was the preferred in-app buying option for 62% of advertisers – reflecting the need for agility through data-driven precision, adaptability, and cost-efficiency – while the remainder transacts directly with publishers. Direct buyers cited “audience targeting precision” as the top reason for how they purchase, followed by “more control over ad placement” and “customisable solutions tailored to specific goals of our brand”.

Lastly, around 86% of in-game advertisers in Singapore and 80% in South Korea plan to increase, or maintain, the same budget for in-game advertising – meaning brand buyers are the biggest revenue opportunities for gaming publishers. Only Japanese marketers are hesitant to go all-in on in-game advertising right now, due to the aforementioned concerns around audience alignment. Marketers also reported the biggest appeal of in-game advertising to be the ability to create positive associations of their brand with mobile gamers.

Lashanne Phang, vice president for mobile at PubMatic, said, “The findings show there are more chances than ever for in-app publishers to attract ad spend from brand buyers looking to invest in mobile gaming. But, in today’s increasingly complex and dynamic landscape, it will be vital to work with a tech partner that can provide transparency, control, flexibility and guidance if they are to unlock the full potential of in-app and in-game advertising and capture incremental dollars from diverse channels and geographies in 2024.”

She added, “When choosing a tech partner, app publishers should look for a company that provides unique demand and effective measurement tools, while offering customised, curated packaging to ensure control over audiences, inventory and data.”