Adelaide’s Post

Thank you to Fabiano Madonna from Publicis Media for hosting our CEO Marc Guldimann on #MediaOutlier to discuss how attention metrics can help brands and their agencies achieve better outcomes! 

🎬Tune in to Episode 3 of “Attention! Attention!” for the latest news and insights from Wayne Blodwell and Marc Guldimann! In this segment, Marc emphasizes a shift in the industry’s approach to attention metrics, “People are moving from ‘I need to prove that attention metrics work’ to ‘How can I activate using them?’ And even, ‘How can I begin to hold publishers accountable?’” Watch the full episode to get the scoop on: • Attention metrics as a potential solution to MFA  • Research on optimal attention from Heineken and Playground • The IAB’s approach to attention • Attentive reach as a next step for attention metrics • The challenges of using duration as a media currency

A few weeks ago at MAD//FEST, we shared the stage with our partners at Diageo, The Telegraph, PubMatic, and Financial Times to unpack the key advantages of attention metrics, from driving cost savings opportunities and sales to helping media sellers demonstrate the value of their inventory.  But these aren’t the only reasons advertisers and publishers should consider attention metrics. Read the article below to discover their positive effects on the entire advertising ecosystem, including: 📄 Incentivizing high-quality content 🤝 Supporting small publishers ❌ Eliminating unnecessary intermediaries 🛡️ Protecting consumer privacy 🌱 Reducing environmental impact

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