Adelaide

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.

This year at Cannes, our very own Jordan Weiers hit the streets to gather insights from industry professionals on some of the hottest themes of the festival. Some notable experts explored the industry’s effort to “talk the talk” while often failing to “walk the walk.” Topics also included the under-discussed benefits of attention metrics and advice for companies just getting started in this area. Some hot-takes that came from our discussion: • Viewability has become an archaic metric that isn’t necessarily driving real outcomes  • Many people discuss sustainability, but real investment decisions are not being made. • Attention is the closest proxy we currently have to measuring user intention online (outside conversion metrics) • If we collaborated more on issues instead of competing to get credit ourselves, we would have already solved them. Featured were Dr. Stephanie Gutnik (billups), Alicia Haynes (Sharethrough), Dan Scherer (Onetag), Neala Brown (Teads), Jessica Stacy (Seedtag), Annalise Curvelo (Sightly), and Jana Jakovljevic (Cognitiv). Thank you to everyone who participated in our interviews and for the dialogue shared with Adelaide’s adored Nerd.

Marc Guldimann, CEO of Adelaide, joined Pesach Lattin on The ADOTAT Show to discuss the evolving advertising landscape. Marc shared his two cents on digital advertising and his journey in creating Adelaide’s attention-based media quality metric, AU. Other discussion topics included MFA, Adelaide’s advanced pre-planning tool, Flight Control, and the value of activating attention data programmatically. On the subject of MFA, Marc said, “There needs to be more investigation of how this low-quality media is brought to market and why it’s bought and why these sorts of CPC/ CPM arbitrage businesses exist. I don’t think maintaining a list of sites that are good and bad is really a great idea…all impressions that humans see have some value; the question is, what is the value? Typically, media is mispriced today. There’s not a lot of data in price; you can’t consistently say that higher price media is higher-quality media, and so if we just pay a price that is commensurate with quality, a lot of these problems would go away…we solve this with a broader, economic solution.” Tune in to the full episode to learn more: