Media quality is a key driver of attention: IAS and Lumen Research

IAS and Lumen Research partnered with a major sports retailer to measure consumer attention during the retailer’s campaign during a global sporting event.

In this study, IAS and Lumen Research measured the attention each ad received by combining IAS’s viewability data with Lumen’s focus data to understand the impact of media quality and attention while also driving results for the advertised brand.

The Results:

• 64x: In-view ads resulted in 64x higher attention compared to ads that were not in-view
• 15s: Ads with time-in-view rates longer than 15 seconds experienced the highest attention
• 5x: Contextually related sampled URLs generated 2.5 times higher attention for the advertised brand compared to other content categories

The outcome is clear: Media quality is a key driver of attention — and attention leads to results.