Attention is one of the most complex and widely discussed topics in digital media. Defining it has proven to be difficult, but industry experts unanimously agree that harnessing attention is pivotal to executing a successful advertising campaign.

That’s why IAS developed an evidence-based attention white paper and first-of-its-kind model that predicts the likelihood an impression will lead to a result. Driven by research based on millions of data signals combined with Total Visibility and machine-learning models, our analytical model identifies three key signals: Visibility, Situation, and Interaction — which each consist of a set of crucial metrics and optimizations that predict if an impression will lead to a result.

Throughout the white paper, Taking Action on Attention, you’ll find:

• A holistic attention approach and model, developed using extensive advertiser campaign data
• Three data-backed attention signals proven to improve campaign effectiveness and drive business results
• Results-based tips on how advertisers can capitalize on attention right now

We’ve seen firsthand how ad measurement and optimization capture attention that drives ROI. Download the white paper, Taking Action on Attention, to harness the power of attention and drive superior business results now.

The post Taking Action on Attention: </br>Volume I appeared first on Integral Ad Science.

Identify the contextual pairings that consumers want to see from your brand

Consumers prefer context (we would know — we went straight to the source to find out). But not all contextual pairings are equal. As marketers map out their targeting strategies, it’s crucial to know the ideal contextual links that lead to higher engagement and positive receptivity among consumers.

In our latest research, IAS dives into the motivations behind consumer preferences for contextually relevant ads, uncovering what consumers consider to be effective contextual links — and what this means for your brand.

Here’s a sneak peek at what we found:

• 64% of consumers say contextually relevant ads are more likely to feature products they want or need
• 35% of consumers say that it’s annoying to see unrelated ads
• 16% lift in engagement with ads that are placed alongside relevant content

Amplify your brand message to consumers who want to hear it. Download the research, Undercover Context, to find out how you can optimize data-backed contextual pairings to reach targeted consumers and fuel outcomes.

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In fact, nearly 9 in 10 back-to-school consumers plan to do their shopping online, giving marketers the chance to make a huge digital impact. In our latest study, IAS surveyed students and parents of students to understand consumer shopping behaviour and ad experiences leading up to the back-to-school season.

Here’s a sneak peek of what we discovered:

– 93% of back-to-school consumers find it important that ads they see are relevant to the content they are viewing

– 72% of back-to-school consumers typically consume back-to-school content on social media

– 60% of back-to-school consumers find online advertising helpful in making their purchasing decisions

Download Back-to-School Advertising Agenda to explore the consumer behaviors that digital marketers should consider to ensure they’re capitalizing on the start of a new school year.

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Data privacy is experiencing a major evolution. Cookies are on their way out, Apple device IDs are soon-to-be no more — and these are just a few of the impending data changes that the digital world is expecting. In fact, amidst these shifts, online privacy is a growing concern for consumers too, with 67% saying they’re more vigilant than ever when it comes to their data. 

In this report, IAS partnered with YouGov and a top market research firm to survey both consumers and digital media professionals to understand their thoughts and expectations regarding upcoming online data policy changes. Diving deeper, this research identifies key strategies for advertisers to implement in this new era of privacy — and media quality is at the forefront. 

Here’s a preview of what we found:

• 99% of consumers agree that online privacy is important when browsing online
• 66% of consumers are likely to visit a brand or product’s website after being served a targeted advertisement
• 51% of media experts say that media quality will become more important to ensure the right audiences are being reached

Download the research, The Future of Privacy-First Advertising, to get a pulse on how consumers view their online privacy, and why industry experts think media quality is the solution for tackling evolving data policies.

The post The Future of Privacy-First Advertising: Uncovering what’s next for ad targeting — and how marketers can deliver appeared first on Integral Ad Science.

Contextual relevance is one of the industry’s hottest topics, and it’s clear why. In a digital landscape that seems like a revolving door for content, context can be the key to driving awareness for your brand. In order to prove that, we wanted to directly capture the correlation between context and consumer attention.

So we went straight to the source.

In our latest research, IAS partnered with Tobii Pro Insight and HP to track consumer eyesight to investigate firsthand how HP ads perform when in-context versus out-of-context. We compared the effectiveness of one HP ad alongside two different content environments to see how attention and outcomes differ between in- and out-of-context display ads.

Here’s a sneak peek at what we found:

• +14%: Purchase intent was 14% higher among consumers who viewed the in-context ad
• +5%: Consumers reported a 5% increase in favorability toward HP after seeing the in-context ad
• 4x: When unaided by a list, consumers were four times more likely to remember HP after seeing an in-context ad vs. out-of-context ad

Context is powerful – you just have to see for yourself. Download the research, Ad Context & Attention, to learn how contextually relevant ads can eliminate distractions and lead you to better outcomes.

The post Ad Context & Attention: The impact of contextually relevant ads on attention and outcomes appeared first on Integral Ad Science.

That’s why contextual targeting is more important than ever.

IAS is a leader in contextual targeting and offers comprehensive solutions, like our Context Control Targeting solution. To make targeting even more actionable, we’re introducing our Control Panel – a suite of reporting and planning tools that Context Control Targeting clients can utilise as added value to both help plan and optimize their campaigns.

To better understand our contextual targeting solution, we’ve detailed its value through a play-by-play of the user journey. Eager to get started? Download the one sheet to learn more and get in touch.

The Contextual User Journey

Targeting Technology

Our Context Control solution offers an industry-first, page-level analysis with sentiment and emotion detection – able to read the contents of a page as a human would. With more than 250 contextual targeting off-the-shelf segments available for activation, you’re sure to reach your desired audience at scale available for activation, you’re sure to reach your desired audience at scale.

Data Points

We offer precise targeting at scale by gathering impression-level data from our open web measurement verification and monitoring products that detail ad characteristics both in-flight and post-campaign. This is crucial – other contextual targeting products are based either on rudimentary language processing or solely on keywords without any input on how the data gets used at ad-serving time.

Setup & Planning

IAS not only provides contextual precision at scale – we can help to predict segment reach for you. Advertisers now have visibility into the predicted impression delivery before activating contextual targeting segments activating contextual targeting segments in a programmatic campaign. Additionally, our contextual segment bundling tool makes it easy to create a custom targeting profile and output into one segment ID for streamlined activation in the DSP of choice. IAS clients have access to our Context Control Catalog directly in Signal UI, where the aforementioned tools exist and additional segment recommendations guidance is expected to come by Q3.

Post-Campaign Measurement

In order to really evaluate targeting performance, we also offer comprehensive reporting for viewability, reach, and programmatic dimensions in Signal UI. Advertisers can apply IAS’s contextual targeting pre-bid segments in their DSP of choice and benefit from insights post-campaign to measure success and help to optimize future buys. This step completes the user journey and ensures quality metrics throughout all stages of the programmatic buying process.

Start Driving Outcomes Today

IAS’s Context Control Targeting solution is available in major DSPs and offers more than 250 off-the-shelf segments, including vertical, seasonal, topical, and audience proxy segments.

Activation is easy – and the results speak for themselves. Renault, a major auto manufacturer, experienced improvements across the board after utilizing IAS’s Context Control

Targeting solution:

– 53% increase in click-through-rate

– 8.4% increase in conversions

– 3% improvement in cost-per-click

Download the one-sheet to get started.

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OMD Turkey drives innovation through constantly exploring new solutions for their clients such as Renault. In this case, OMD Turkey was challenged to drive awareness, quality traffic, and new users to Renault’s website, without the use of third-party audience targeting, all during the busy automotive period of Q4.

Read the case study to explore how IAS Context Control helped Renault to drive campaign efficiency.

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As a fully performance-focused brand, all of the campaigns needed to drive sales/ROI and focused on bottom of the funnel tactics.

Ahead of the depreciation of cookies, Dentsu was looking to find ways to deliver ROI for the advertiser without the use of 3rd party data. They want to know if contextual targeting can be a viable alternative.

Download our latest case study and learn how contextual targeting can drive performance.

The post Dentsu is Future-Proofing for a Cookieless World appeared first on Integral Ad Science.

With the impending deprecation of cookies, Xaxis proactively explores potential alternatives to audience targeting like contextual targeting.

Xaxis is a media outcomes company that helps advertisers develop, plan against, and optimize to digital success metrics that map much more closely to their ultimate goals, from brand lift to footfall, from lead generation to sales. This means they need to stay ahead of the curve and leverage the best technology in market to drive results.

Xaxis Taiwan needed to raise brand awareness and drive website traffic as possible for a major fashion retailer within a short span of 8 days. With the impending deprecation of cookies, they proactively explored potential alternatives to audience targeting.

Download our case study to learn more about how IAS Context Control helped Xaxis achieve success.

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