IAS partnered with Lumen Research to understand the correlation between viewability and attention for technology brand HP. In this case study, IAS and Lumen Research examined the impact of media quality and attention across HP’s campaign, measuring the attention each ad received by combining Lumen Research’s focus data — which features eye tracking — with IAS’s viewability data. 

Here’s what we found:

• 11.5x increase in attention scores for in-view ads compared to out-of-view ads
• 3x increase in success events with higher attention scores
• 70% lower cost per success event with higher attention scores

Download the case study now to learn more about how to combine viewability with attention data.