At a time when digital advertising struggles to stand out in an ocean of visual impacts, Toyota Spain has achieved a milestone worthy of analysis. Thanks to the use of technology based on artificial intelligence (AI)the brand has managed to increase the sessions on its website by 16% and exceed the average attention of the automotive sector in Spain by 20 points. The secret behind this jump in performance is called Quality Attentiona solution developed by Integral Ad Science (IAS) that combines machine learning, contextual analysis and visual attention metrics.
The new era of digital care
Advertising saturation has generated a change in the way of measuring the success of campaigns. It is no longer enough to know if an ad has been seen, but rather if it has really caught the user’s attention. Under this premise, Toyota, together with its agencies T&P and WPP Media, decided to go beyond the classic visibility analysis and cost optimization. The objective was clear, to understand how and when users really pay attention to brand messages.
For five months, Toyota teams and their agencies implemented IAS technology in their video campaigns. By using predictive attention models based on machine learning and eye tracking techniques, they were able to determine which formats and devices were most effective in capturing the public’s gaze and interest.
From visibility to quality care
“The key is not only to appear, but to generate quality attention that results in action,” highlighted those responsible for Toyota Spain’s digital strategy. That action translated into concrete data. The study showed that in-app inventory, that is, ads within mobile applications, generated a 64% more attention than browser formats. This finding allowed agencies to adjust investment, prioritizing higher-performing environments and devices.
The strategy was developed in three well-defined stages. First, a listening phasein which performance data was collected to establish a baseline. Afterwards, the implementation phasewhere the insights obtained by Quality Attention were applied to optimize the investment. Finally, a results phasewhich confirmed the increase in web traffic and a substantial improvement in the quality of user interaction with ads.
How AI redefines impact measurement
IAS artificial intelligence not only measures whether an ad was viewable, but how much real interest it generated. Its system combines contextual analysis, visual detection and machine learning to build predictive models that allow campaigns to be compared against market standards. This approach provides a more precise understanding of advertising effectiveness, moving away from traditional metrics.
Toyota’s results are a clear example of how the use of AI can transform media planning. By integrating predictive care metricsbrands can adjust the formats, locations and devices with lower performance in real time, which translates into greater investment efficiency and a reduction in unnecessary costs.
Data supporting the strategy
The impact of Quality Attention was evident:
- +16% in web sessionsdoubling monthly traffic, from 400 to 811 sessions in just five months.
- +20 points on the automotive sector benchmarka leap that demonstrates the ability of AI to raise standards of care in digital campaigns.
- Advertising budget optimizationwith better allocation of resources towards high-performance inventories.
The future of attention-focused advertising
The case of Toyota Spain confirms that the future of digital advertising lies in measurement of the user’s actual attentionand that AI will be the main engine to achieve it. As algorithms become more precise, brands will be able to personalize their strategies even more, adapting messages to the context and the exact moment the user is willing to interact.
For advertisers, this paradigm shift represents a unique opportunity to maximize return on investment without increasing spending, betting on the quality of the impact instead of the quantity of impressions.
