Case Study: Upwave achieves stronger brand awareness and purchase intent with Integral Ad Science Quality Attention

Ias Quality Attentiontm Drives Brand Lift for Cpg Brand

Upwave, an analytics platform for brand advertising, partnered with Integral Ad Science (IAS) to help a global media agency and a leading CPG beverage brand understand whether higher attention scores could improve key brand KPIs like awareness and purchase intent. The challenge was to determine how IAS Quality Attention™ related to upper- and lower-funnel brand performance across campaign placements.

Using a traditional exposed-versus-unexposed brand lift study with Upwave and IAS Quality Attention™ data, the companies segmented media into low attention (scores 1–59) and high attention (60+). Integral Ad Science found that higher-attention placements drove stronger results, delivering a 26% lift in brand awareness and a 69% lift in purchase intent versus lower-attention placements.

Upwave