Integral Ad Science has published today a study carried out in collaboration with Catalina, a leader in shopper intelligence that personalizes the consumer purchasing process. The analysis, which reflects the results of a success story with a major consumer brand, reveals how media quality influences return on advertising investment (ROAS) and sales growth based on the correlation between in-view ads and their viewing time.
To measure sales for a major consumer goods brand via display ads on mobile and desktop, slovenia number data Catalina used two groups: a test group, made up of 14.6 million anonymous households that were analyzed in the period May-July of this year, as well as a second control group to calculate the sales increase of the campaign . Among the main results obtained is a 180% increase in ROAS in the in-view group compared to the non-in-view group. In addition, 74% of the incremental sales of the test group were driven by the in-view audience.
time to drive incremental sales. They found that they outperformed viewing time by an incremental rate of 118 points. This further highlights the strong correlation between dwell time, as an indicator of consumer attention, and results. This correlation has led to a sales boost that has had a direct impact on ROAS.
“While brand visibility is an important metric, others such as time-in-view can be even more accurate indicators of consumer attention and campaign results. The most important thing from this study is that we see a clear relationship between view time and in-store sales. That is, a direct impact on achieving better results . By partnering with measurement companies like Catalina we can better understand the importance and impact of media quality as a factor that drives consumer attention and results for our clients ,” says Yannis Dosios, Commercial Director at IAS.
“As a leader in personalization and shopper intelligence, Catalina has long collaborated with brands and retailers to understand the value of campaigns in relation to consumer response, purchasing habits, incremental sales and ROAS, both during and post-campaign launches. Through our partnership with IAS, we’re excited to help CPG brands and agencies get the most out of their digital investments by combining the media quality technology capabilities of an industry leader like IAS with Catalina’s ROAS and sales lift analytics to deliver deeper insights around overall media quality, viewability and view time,” said Brian Dunphy, SVP of Strategic Partnerships at Catalina.