Tag: Measurement

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 – Integral Ad Science (IAS) has introduced advanced ad measurement tools for YouTube Shorts, the widely popular short-form video experience enabling users to create and share catchy videos.

With the launch of the total media quality for the YouTube product suite, IAS now offers viewability and invalid traffic measurement for YouTube shorts’ rapidly expanding inventory, ensuring advertisers that real users are viewing their ads.

This move further strengthens IAS and Google’s commitment to providing advertisers with enhanced transparency, enabling them to gauge the performance of their ad campaigns more effectively.

Moreover, by offering this more significant level of transparency, IAS aims to cater to the needs of advertisers who have shown significant interest in leveraging YouTube Shorts’ global and ever-growing audience.

In a statement from Lisa Utzschneider, CEO of IAS, she said, “The rapid and widespread growth of YouTube Shorts presents an incredible opportunity for our advertising partners to reach and engage with audiences worldwide.”

With IAS’s latest ad measurement tools, advertisers can now make more informed decisions and maximize the impact of their advertising efforts on YouTube Shorts’ dynamic platform. 

ESG (Environmental, Social, and Governance) efforts and corporate practices have gained momentum in recent years, with businesses and consumers becoming more conscious about the impact of their investments and purchases on the environment and society. A PwC report says that institutional investors plan to increase ESG allocation in the next 2 years whilst Hong Kong and Singapore take the lead in Asia-Pacific – backed by financial regulatory authorities moving towards stronger ESG risk and reporting practices. 

From 1 Jan 2023 to 8 Mar 2023, there have been 638 mentions on ESG topics and a 12% lift in engagements across news sources in APAC compared to the previous period, according to Meltwater’s Explore solution.

Based on Edelman Trust Barometer 2022, societal leadership is now a core function of businesses. 88% of institutional investors subject ESG to the same level of scrutiny as financial and operational considerations. Meanwhile, 81% expect CEOs and Founders to be visible in public policy discourse and work their companies have done that has benefited society.

Strong sentiments amongst institutional investors in rejecting or stopping investment with an asset manager due to shortcomings in corporate ESG efforts or strategies, according to the PwC report, show how critical is sustainability in the decision-making process for stakeholders.

As the ESG journey is unique to each business and requires a tailored approach, meaningful reporting with full transparency is crucial to measuring and communicating the progress of a business’s ESG journey. 

However, effective communication, tracking, and measuring the impact of ESG strategies can seem like uncharted waters to some. Investing in such tools opens up a huge potential in driving relevance in communications strategy towards the public and stakeholders. By doing so, businesses can position themselves positively and authentically in the eyes of their stakeholders.

Multinational financial services company Western Union faced a challenge when it sought to assess its reputation and progress in meeting ESG standards. The company’s Social Listening, Analytics, and Insight department found it challenging to access and interpret the large volume of relevant data being generated daily. A tool that enables companies to track and evaluate their reputation across multiple channels, including broadcast news, digital news, blog forums, review sites, and social media platforms is much needed.

Technology of examining millions of posts each day from social media platforms, blogs, and news sites have enormous potential to help businesses make better-informed decisions based on insights and manage their ESG communications and company’s reputation on a global scale more effectively whilst staying up to date on industry changes or initiatives.

With comprehensive and integrated data, it’s easier to keep abreast of how your brand and industry are stacking up in the ESG space – which in turn enables your team to craft impactful initiatives or content strategies in the future.

Watch Meltwater’s on-demand webinar on “Measuring the Impact of ESG Strategies in APAC” to find out how you can track, measure, and optimise the effectiveness of your ESG communications. Get access to the content here.

This feature is done in collaboration with Meltwater.

The article above is written by Weldon Fung, Area Director for Southeast Asia at Meltwater.