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Attention, the outcome-based verification lever
Pilot
Princess Cruises partnered with Protected to test whether attention-based verification could better indicate campaign performance and reduce wasted spend versus binary metrics like clicks and viewability.
Solution
By being natively integrated into Innovid, Protected has direct visibility to conversions which allows for analysis alongside verification metrics including Attention Score, Viewability, and Invalid Traffic (IVT), identifying how media quality impacts outcomes.
Results
High Attention Correlates to High Conversions
One partner demonstrated a strong correlation between high attention and high conversion volumes, with an impressive 56.9% Attention Score and high conversion volume.
Low Attention Correlates to Low Conversions & High IVT
Conversely, another partner exhibited poor performance, driving low conversions. This partner scored only a 12.4% Attention Score with a high 28% IVT rate
Results
Conclusion
By focusing on placements that drive high-quality attention, advertisers can improve their media performance and achieve a higher return on ad spend.