Tailwind EMEA, in collaboration with Integral Ad Science (IAS) and IAB MENA, recently hosted an in-depth masterclass on the role of Media Quality and Attention metrics in driving performance for digital advertisers. Bringing together senior digital marketers, agency executives, and media planners, the session offered insights into how media quality can elevate campaign ROI and strengthen brand equity across digital platforms.
Led by Tailwind’s MENA Commercial Head, Wajahat Osmani, alongside IAS’s VP of Business Development, Joe Bell, the online session explored how high-attention metrics drive brand consideration and purchase intent.
Bell discussed on the importance of media efficiency and attention as metrics that not only drive higher ROI but also help brands protect their reputation. He also highlighted the four key pillars of efficient media: viewability, fraud prevention, context, and geography—each critical for ensuring a “quality impression” that contributes to a meaningful user journey. He underscored the ongoing importance of attention measurement in media planning, especially in high-impact formats like video.
Other key takeaways from the IAB MENA masterclass include:
- Attention equals impact: Campaigns with elevated attention metrics correlate with stronger brand consideration and intent.
- Quality impressions matter: Higher quality impressions directly increase ROI, underscoring the value of optimised media.
- Visibility drives engagement: Ads with high visibility contribute significantly to attention scores, resulting in greater impact.
This collaboration highlights Tailwind EMEA’s focus on advancing media transparency and quality standards across the MENA region. With strategic partnerships and an emphasis on market-tailored insights, Tailwind aims to help regional brands navigate and thrive in a results-focused digital landscape.
