Stellantis Sees 165% Engagement Lift Using IAS Attention Measurement
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.
Key Takeaways
- The program covered 20+ Stellantis brands and services and over 13 billion measured impressions.
- Attention drivers varied, with visibility key in the US and less cluttered environments impacting Europe.
- Stellantis prioritized higher-attention environments for premium creative and lower-attention for efficiency and repetition.
- A brand study with Dynata confirmed a 33% increase in ad recall among target audiences.
- Internal benchmarks were established by market and campaign type, forming a scalable global framework.
Why It Matters
The 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.
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