Adelaide

Clients often ask when in the campaign lifecycle AU is most effective for improving outcomes. The answer? Every phase. But it’s essential to recognize that different campaigns, brands, and mediums need different minimum levels of media quality to achieve strong results. This variability led us to develop Flight Control. Flight Control is a suite of tools designed to help advertisers pinpoint the optimal media quality minimums for their specific objectives, then plan, optimize, and benchmark against them. By placing business outcomes at the core of the campaign lifecycle, Flight Control transforms AU into a dynamic solution for enhancing media strategies from planning and launch to analysis and activation. Advertisers are seeing several key benefits from Flight Control: Reduced Ad Waste: Case Study #1 shows how implementing an AU Floor (minimum media quality threshold) strengthens the relationship between exposures and outcomes. By comparing the use of an AU Floor to no media quality control, this brand easily identified sources of wasted spend. Better Business Outcomes: Case Studies #2 and #3 examine how shifting investments to media above an AU floor can drive a significant lift in brand KPIs and conversions. Cost Savings: Case Study #2 demonstrates the value of integrating cost data into Flight Control analyses, revealing how optimizing towards media above this client’s AU Floor would lower CPMs by 10.6%. Media agencies like @Havas Media Network have started integrating custom Flight Control calculators into their proprietary planning tools to ensure each campaign starts with clear and quantifiable media quality targets. Programmatic partners are leveraging it to inform custom algorithms and media curation. Interested in testing Flight Control for your own KPIs? Get in touch at info@adelaidemetrics.com.

Adelaide's Chief Business Officer, Harmon Lyons, joined #TheMarketingRapport podcast with Tim Finnigan to discuss industry challenges in media measurement and advertising effectiveness. From the crucial role of data quality to navigating a cookie-less future, they unpack what it takes to create advertising strategies that maximize business outcomes. On the topic of data’s role in media measurement, Harmon shared, “Being able to get high-quality verified data to be used for marketing purposes is super important—not only just from the audience perspective to make sure you’re targeting the right audiences, but also from a media quality perspective. Are you measuring the right signals? And that’s why tying it to outcomes is, to me, the holy grail. If you’re an advertiser, you want to know what impact it’s going to have.” Catch the full discussion here: https://lnkd.in/eXZGjVmh

We're thrilled to welcome Claire Browne as our new Head of Research! Claire joins us from RPA, where she founded and led the Media Research practice, working with top brands like American Honda Motor Company, La-Z Boy Furniture, and CoStar Group. Her impressive career also includes leadership roles at Ampersand, Razorfish, Sony Worldwide Networks, and Katz Media Group. With her expertise, Claire will steer Adelaide's research initiatives and enhance the integrity of our AU metric. She will also represent us on the Advertising Research Foundation (ARF)'s Board of Trustees, making Adelaide the first attention measurement company to join the board. Welcome aboard, Claire! Read more: https://lnkd.in/ee4pCA9y

Huge thanks to Lee C. from the Financial Times, Anthony Crocker from The Telegraph, and Nicola Spooner from PubMatic for joining Edward Bristow on the Attention stage at MAD//FEST last week. They spoke about how premium publishers can use the AU to better communicate their value to advertisers. By focusing on media quality, Adelaide and the AU measure the opportunity publishers provide for an ad to be noticed, independent of creative and audience. Too often duration based metrics and other legacy metrics hold publishers accountable for an ineffective creative - that won't happen with the AU.

Huge thanks to Lee C. from the Financial Times, Anthony Crocker from The Telegraph, and Nicola Spooner from PubMatic for joining Edward Bristow on the Attention stage at MAD//FEST last week. They spoke about how premium publishers can use the AU to better communicate their value to advertisers. By focusing on media quality, Adelaide and the AU measure the opportunity publishers provide for an ad to be noticed, independent of creative and audience. Too often duration based metrics and other legacy metrics hold publishers accountable for an ineffective creative - that won't happen with the AU.

Episode 3 of Attention, Attention! is here.. Wayne Blodwell and I cover the latest news in the attention space: 🔨 How attention metrics can be used to hammer MFA 🍺 Research from Playground on optimal attention with Heineken 🙏 Attentive reach from Scibids / DV 🎙 Wayne's podcast with Angelina Eng on the IAB's approach to attention.

Episode 3 of Attention, Attention! is here.. Wayne Blodwell and I cover the latest news in the attention space: 🔨 How attention metrics can be used to hammer MFA 🍺 Research from Playground on optimal attention with Heineken 🙏 Attentive reach from Scibids / DV 🎙 Wayne's podcast with Angelina Eng on the IAB's approach to attention.

The Great Attention Heist: Mad/Fest Mainstage Recap Yesterday, we hijacked the mainstage at Mad/Fest, and let me tell you, it was a ride. With the sharp minds of Benazir Barlet-Batada and Marc Guldimann, we pulled back the curtain on the Great Attention Heist. 💡 Here’s the Skinny: Forget the Great Train Robbery and the Antwerp Diamond Heist. The real heist is happening in plain sight. We’re talking about the $740 billion slated for digital advertising in 2024. If you’re not grabbing attention, that cash is slipping through your fingers. The Hard Truth: 1. Viewability is a Joke: Picture paying full price for half a Big Mac. 🍔 Or buying a car that’s missing the engine. 🚗 That’s what you’re doing with 50% viewability in your ads. It’s absurd.    2. Visibility ≠ Attention: Just because your ad is visible doesn’t mean it’s seen. Think about the Starbucks cup in Game of Thrones. ☕👀 It was there, but no one noticed. Visibility without engagement is a losing game. 🛠️ Your Action Plan: - Platform: Use an attention vendor like Adelaide Metrics to help identify quality placements - Creative: Make it impossible to ignore. Stand out or get out. - Relevance: Speak the language of your audience in the contexts that matter. Make it personal. 🚀 Next Steps: It’s time to implement an attention strategy. Use tools like ONYX to deliver high impact media. Don’t let your ad dollars be part of the heist. Demand better. Demand attention. 🙏 Major Props: A massive thank you to Benazir and Marc for their killer insights. You two set the stage on fire. So, what’s the takeaway? Don’t just sit there nodding. Get up, take action, and reclaim that attention. Make every dollar count. Catch you on the flip side. #TheGreatAttentionHeist #MadFest #DigitalAdvertising #AudienceEngagement #BrandDifferentiation #MarketingStrategy #Outbrain #ONYX #BusinessGrowth #AdweekInsights

We’re thrilled to be at MAD//Fest this week, showcasing the latest innovations in attention measurement and activation! Today at 4:40 pm BST on the Hexagon Stage, don’t miss Adelaide CEO Marc Guldimann, Alex Cheeseman (Outbrain), and Benazir Barlet-Batada (ex-Mondelez International) as they explore the world of attention economics and share strategies to ensure your brand isn’t just visible but highly sought after. And tomorrow on the Attention Stage… • @12:55 pm BST: Aimee Fanton from Diageo and Marc will share first-to-market research on how privacy-friendly attention metrics enhance Sales and ROAS for Diageo’s diverse brands. • @3:50 pm BST: Join Anthony Crocker (The Telegraph), Nicola Spooner (PubMatic), Lee C. (Financial Times), and Adelaide’s Edward Bristow for a dynamic panel on why attention metrics are more than just a fad for publishers and media partners—they’re the key to driving demand and improving brand KPIs. Or feel free to stop by our picnic table near the Attention Stage to chat with our team and grab some chocolate and AU gear!

Thank you to our partners at Onyx by Outbrain and The Drum for an insightful discussion last week on staying ahead of market standardization and the advantages of attention metrics across media buying strategies.