Stellantis partnered with Integral Ad Science (IAS) and Publicis Media to integrate attention measurement into its media strategy, analyzing over 13 billion impressions across 19 countries. This large-scale program, which included continuous measurement, analysis, and research, resulted in a 165% increase in engagement on high-attention inventory and a 33% rise in ad recall. The initiative helped Stellantis refine media allocation strategies by prioritizing high-attention environments for premium storytelling and lower-attention for repetition and efficiency.
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Add as preferred sourceThe automotive giant's extensive attention measurement program provides a blueprint for integrating attention metrics beyond standalone campaigns into core media strategy. This demonstrates how granular insights into viewer engagement can directly improve ad effectiveness and optimize spend in a fragmented ad landscape. For streaming platforms and advertisers, it underlines the increasing value of attention as a measurable KPI alongside traditional metrics like viewability. Expect further adoption of detailed attention analytics as advertisers seek to maximize ROI from their video investments, pushing platforms to offer more sophisticated measurement tools beyond basic ad impressions.
