Brands Achieve Significant Gains in Media Quality & Performance with Adelaide’s Attention Pre-Bid Segments
by on 9th Oct 2024 in News
Major brands are experiencing substantial improvements in media quality and campaign outcomes by leveraging Adelaide’s attention-based pre-bid targeting. Beta testing partners, including a large CPG advertiser and an online beauty brand, have reported impressive results, including a 58% increase in cumulative Return on Ad Spend (ROAS), a 12% improvement in attentive media quality, and a 62% increase in Click-Through Rate (CTR) compared to control groups.
Advertisers such as The Hershey Company and Rain the Growth Agency emphasise the value of attention pre-bid targeting within The Trade Desk for achieving more efficient outcomes.
"At Hershey’s, attention is key to driving quality reach, influencing sales, and gaining market share. In a crowded media landscape, placing our brand in high-attention environments is essential," said Vinny Rinaldi, head of media & analytics at The Hershey Company. "Adelaide’s pre-bid integration with The Trade Desk enables us to prioritise attention metrics at the point of consumer decision-making, ensuring our campaigns effectively translate engagement into results on the shelf."
"Adelaide's pre-bid segments mark a significant advancement for media buyers, allowing us to prioritise high-attention placements with unprecedented precision," said Kyle Knutsen, director of digital video at Rain the Growth Agency, which participated in the beta. "In an environment where ad refresh rates, collisions, and non-optimal outstream video placements dilute campaign impact, this innovation maximises performance and ensures our clients' messages are seen and heard in the best possible context."
Adelaide’s attention-based pre-bid segments are powered by its AU metric, which measures a placement’s likelihood of capturing attention and driving impact. AU scores are generated by a machine-learning model that incorporates eye-tracking data, device signals, and full-funnel outcome data.
Advertisers can activate these segments by selecting their desired quality levels—high, average, or low AU—within their preferred demand-side platforms (DSPs), including The Trade Desk. This enables buyers to easily eliminate low-attention placements, concentrate investments on higher-quality inventory, and ensure they pay a fair price for all levels of quality. Adelaide can build segments with custom AU targets for advertising clients with more advanced AU practices.
Marc Guldimann, co-founder and CEO of Adelaide, said, "The connection between AU and advertising outcomes has been consistently illustrated. Advertisers can now prioritise inventory that yields better results with just a few clicks. We’re thrilled to see our industry use this powerful tool to elevate their media buying strategies."
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