This week, our friends from IAS released the latest report in their series around the IAS Quality Attention product, which is powered by Lumen’s attention technology. In “Taking Action on Attention II,” IAS breaks down how optimizing for attention can drive better results. The research from IAS proves it: high attention impressions lead to +130% lift in conversion rates compared to low attention impressions and a 51% lower cost per action. 

Earlier this year, IAS explored how advertisers are thinking about attention metrics in general. In The Attention Payoff, IAS that surveyed 200+ digital marketing experts in the US, revealed the top trends in the attention landscape in 2024. Here’s what the findings showed:

1. Attention Metrics are Seen as a Necessity, Not a Novelty. 

Most of the industry is at least aware of attention.

IAS’s research found that 88% of media experts are using attention measurement in some capacity, but more than half (54%) are using proxy signals as a way to understand attentive performance and 39% are using an in-house solution. Just over a third (36%) are using a third-party attention vendor.

Takeaway: Digital media experts should make sure that they define attention in the best way for the business, so everyone has a common understanding of what really goes into measurement and optimization. 

 

2. Social and Mobile are the Top Channels for Attention Metrics. 

Walled gardens are top-of-mind for attention metrics: Social media (61%), mobile app (53%), and mobile web (46%) are the most popular channels for attention solutions. This indicates a real need to figure out a way to measure everything with a common set of metrics. These findings show that a lot of digital media experts think attention can be that solution. 

Takeaway: Social and mobile might be some of the most popular channels for attention metrics in the survey, but attention for CTV measurement is getting increasingly popular, too. That’s the good part about attention metrics: by focusing on how many consumers see an ad and how long they see the ad, attention can proves the value of the investments by offering a common set of cross-media metrics.

3. It’s All About Performance.  

If attention started as a way to measure media and understand media quality, this has been the year where advertisers are figuring out how to drive better results with attention. When asked about the top metrics for attention solutions, 84% of respondents said media performance. Linking attention-first campaigns back to sales came in a close second, with 73% of respondents citing revenue opportunity as an important KPI for attention. 

Takeaway: When working with an attention vendor, make sure to understand how you’re defining success. Attention should always lead to outcomes and partnering brand lift partners, running A/B tests, and analyzing cost and DSP outcomes data can help give you a full picture of attention and outcomes.    

4. Education is a Key Challenge. 

Less than a quarter (23%) of respondents said that they felt like they had the right amount of knowledge about attention to implement an attention strategy and only 20% believed attention measurement is well understood at their company. This is one of the biggest challenges in the attention landscape: education. 

As a result, the survey found that half (53%) of respondents aren’t prepared to implement attention measurement and optimization as part of their media strategy. 

Key Takeaway: When you’re evaluating attention solutions or looking to learn more about how attention technology works, make sure to look into the resources that can help (see 9 Ways to Drive Better Results with Attention Metrics for examples of success). 

 

Why Attention-First Media Matters 

As IAS puts it, “attention is a measure of whether or not an ad resonates with consumers and can be linked to business results.” In analyzing two case studies and partnering with brand lift partners, IAS linked high-attention impressions to: 

• +26% lift in brand awareness
• +69% lift in purchase intent 
• +157% in incremental sales
• +40% sales lift
• +6% return on ad spend 

Want to learn more about how to take attention on action? Download IAS’s full report here.