Adelaide Metrics
"Measures media quality with attention metrics"
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Updated 3 Days Ago
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3 Advocates
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2 Verified Clients
Nutshell
Adelaide helps marketers assess media quality by using attention metrics like AU. It evaluates cross-channel media placements, predicting which are more likely to capture attention. Marketers can use this to reallocate spend towards better-performing ads, optimizing their campaigns based on a standardized 0–100 efficiency score.
In Detail
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Adelaide Metrics's Website Claims...
A summary of the claims made on Adelaide Metrics's website as noticed by our bot, Vinny.
Omnichannel metric
Adelaide claims that AU is an omnichannel metric proven to measure media quality more accurately than any existing metric.
Machine learning optimization
Adelaide claims that AU uses a machine learning model trained to outperform outcomes, reducing waste and getting better results.
Programmatic activation
Adelaide claims that AU is available everywhere – display, OLV, walled gardens, CTV, linear, and podcasts – with programmatic activation through DSPs.
Case Studies
Adelaide improved brand metrics with attention metrics assessment.
16%
Lift in Brand KPIs
15.5%
Higher UnAided Awareness for High AU
Situation
Proving Ad Efficiency for Supermarket
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Client: UK supermarket needed ad efficiency proof.
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Objective: Correlate AU with brand metrics.
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Task: Identify campaign components driving attention.
Adelaide was enlisted by a UK supermarket giant to prove the relationship between Attention Units (AU) and core brand metrics. The client needed to pinpoint which campaign components contributed efficiently to impactful attention and establish AU benchmarks across multiple advertising channels, thereby informing media investment decisions. Adelaide was tasked with demonstrating how different AU exposures could yield varied results in terms of brand awareness, familiarity, favorability, and recall.
Task
Measuring Attention Across Devices
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Measured media quality via Attention Units.
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Utilized cross-device metrics for holistic view.
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Partnered with Dynata for brand lift study.
Adelaide's approach involved measuring Attention Units across display media on desktops, tablets, and mobile devices to evaluate the quality of media. The team integrated cost data into their analysis to pinpoint key reinvestment opportunities. Collaborating with Dynata, Adelaide aimed to establish a distinct brand lift experienced by exposures to both high and low Attention Units, using these insights to inform future media strategies.
Action
Evaluating Exposures with Dynata
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Partnered with Dynata for exposure evaluation.
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Identified lift in awareness and other metrics.
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Enabled informed future ad investment plans.
Adelaide partnered with third-party provider Dynata to establish the brand lift delivered by high- versus low-AU exposures. The evaluation process focused on identifying how high AU media drove substantial increases in unaided awareness, familiarity, favorability, and recall metrics, compared to those exposed to low AU media. This analysis allowed Adelaide to verify which media investments truly paid off, leading to more informed decisions regarding future advertising expenditures for the supermarket.
Result
Significant Increases in Brand Metrics
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15.5% increase in unaided awareness.
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Boosts in familiarity, favorability, and recall.
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Optimized media investment based on findings.
The results revealed that media with an AU above 23 drove a 15.5% increase in unaided awareness compared to lower AU media, along with increases in brand familiarity (4.6%), favorability (6.5%), and recall (3.3%). These findings provided the UK supermarket giant with the data-backed confidence to optimize their media investments, focusing on high-AU exposures to enhance their brand KPIs significantly.
Keywords
ADELAIDE METRICS
UK SUPERMARKET
ATTENTION METRICS
BRAND KPI LIFT
UNAIDED AWARENESS
MARKETING TECHNOLOGY
AU BENCHMARKS
MEDIA INVESTMENT
BRAND FAVORABILITY
CAMPAIGN OPTIMIZATION
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