Adelaide Unveils 2024 Outcomes Guide

Adelaide, the leader in attention-based media quality measurement, announces the release of its 2024 Outcomes Guide, a library of success stories connecting attention and full-funnel advertising outcomes. 

The guide encompasses 45 case studies across 18 verticals, showcasing how Adelaide’s AU metric has helped advertisers realise substantial gains, including an average of 40% upper-funnel lift, 53% lower-funnel lift, and 37% cost savings.

Building upon last year’s edition, the 2024 report introduces new case studies and deeper insights across a wide range of brand KPIs—from 150% lift in unaided awareness for a well-known E-commerce brand to 2.9x more sales for a leading technology company. Each study is supported by third-party validation from brand lift measurement providers or client conversion data. 

This year’s guide also delves into broader attention trends based on several third-party surveys of 652 US advertising professionals from May 2022 to September 2023. The findings reveal a remarkable increase in the adoption of attention metrics, up 69% year over year, along with valuable insights into their practical and emerging applications.

“While traditional metrics lack a proven correlation to real-world outcomes, AU is designed with outcome data at its core. Establishing the link between AU and tangible advertising impact is the foundation of our business,” said Marc Guldimann, CEO of Adelaide. “The 2024 Outcomes Guide clearly validates this connection and serves as an invaluable resource for advertisers exploring or expanding their use of attention metrics.”

Adelaide’s AU is an omnichannel media quality metric that measures any placement’s probability of attention and subsequent impact. The AU model processes full-funnel outcome data, exposure data describing placements, and opted-in eye-tracking data to generate precise and nuanced media quality ratings.