Case Study: OMD Achieves Higher Attention and Better Campaign Performance with Integral Ad Science

Optimizing for Quality Attentiontm Drives Superior Results

OMD Hong Kong partnered with Integral Ad Science (IAS) to help a major e-commerce transportation advertiser improve campaign performance beyond traditional KPIs like CTR, CPC, and CPQV. The team needed clearer, more sophisticated insight into media quality and the financial impact of optimization decisions, so they turned to IAS’s Quality Attention™ and Total Visibility™ solutions.

Using IAS’s Quality Attention™ and Total Visibility™ data, OMD optimized campaigns toward higher-attention sites and placements and gained transparency into how attention related to performance. The results included a 29% increase in attention scores, a 133% improvement in click-through rate, a 60% decrease in cost-per-click, and a 20% reduction in cost per quality visit, with high-attention campaigns (>90) also driving a 6,350% CTR uplift versus low-attention campaigns (<70).

OMD