Tailwind EMEA, the leading marketing technology consultant and integrator, has announced the full availability of IAS Quality Attention measurement product in MENA through its exclusive regional partnership with Integral Ad Science (IAS), a global leader in media quality measurement and optimisation.
The product launch marks a significant step forward for local marketers, offering a sophisticated toolset that focuses on one of the most critical aspects of digital advertising effectiveness: Attention.
IAS Quality Attention uses advanced machine learning technology, actionable data from Lumen Research’s eye-tracking technology, and a variety of signals obtained as part of IAS’s core technology. These include viewability, ad situation, and user interaction. The attention measurement product then weighs them into a single attention score.
IAS’s attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion.
Recent research from IAS has shown that Quality Attention provides advertisers with up to a 130 per cent lift in conversion rates when comparing high attention impressions to low attention impressions, with greater attention scores seeing 91 per cent higher brand consideration and 166 per cent higher purchase intent.
Wajahat Osmani, Tailwind’s Commercial Head for MENA stated: “Tailwind builds on its regional partnership with Integral Ad Science to provide local marketers with the technological infrastructure and expert support they need to reduce media wastage across all major digital media.
“With Quality Attention™, they get a singular view of a campaign’s attention performance, to reduce media wastage, increase reach, awareness and consideration, and drive incremental sales”.
“Our Quality Attention offering is purpose-built to help brands and agencies seamlessly navigate the media landscape to understand how the visibility, environment, and interaction of an ad impression impacts campaign performance,” says Csaba Szabo, MD EMEA, IAS.
“Through our partnership with Tailwind, we are able to provide advertisers across the region transparent metrics to help them increase return on investment, drive brand consideration, and boost conversions.”
