Case Study: Upwave achieves stronger brand lift (75% awareness, 16% consideration) with Integral Ad Science

How IAS in-view proves stronger brand lift for a major CPG brand

Upwave, the analytics platform for brand advertising, partnered with Integral Ad Science to quantify how media quality — specifically ad viewability — affects attitudinal brand lift for a major CPG brand. The study used IAS’s in-view measurement and Insights as a Service, defining the exposed group as “IAS in‑view” and comparing exposed versus unexposed audiences to isolate the impact of viewability.

Integral Ad Science’s in‑view exposure analysis (run alongside Upwave’s exposed vs. unexposed brand‑lift design) delivered measurable gains: IAS in‑view audiences produced a 75% higher lift in awareness and a 16% higher lift in consideration versus the initial ad load. The results, reported by Upwave (Oct. 2022) and based on the IAS InView sample (1,080 exposed / 845 control), show clear brand‑lift improvements when ads are viewable.

Upwave