Case Study: HP achieves higher attention and 3x more success events with Integral Ad Science and Lumen Research

HP boosts attention 11.5x with Integral Ad Science

HP, a leading technology brand, sought to understand the relationship between digital ad viewability and consumer attention to improve its campaign results. It partnered with Integral Ad Science (IAS) and leveraged its viewability measurement service alongside Lumen Research's eye-tracking focus data to analyze media quality and its impact on attention.

Integral Ad Science implemented a solution that combined its viewability data with Lumen's eye-tracking technology to measure the attention HP's ads received. The results were significant: in-view ads generated an 11.5x increase in attention scores compared to out-of-view ads. Furthermore, higher attention scores led to a 3x increase in success events and a 70% lower cost per success event, demonstrating that the media quality driven by IAS directly improved campaign performance.

HP