""As signal loss accelerates and traditional targeting becomes more constrained, advertisers are increasingly focused on content quality and premium media environments - not just the scale of impressions," said Laura Vanison, VP, research & measurement at Vevo."
""The future of attention measurement goes beyond viewability to outcomes, giving advertisers greater confidence that their spend is driving meaningful attention, and therefore, action.""
""Attention is a proven indicator of advertising performance across the funnel," said Mark Guldimann, CEO of Adelaide. "By measuring it as a continuous variable and tying it directly to business outcomes, we're giving marketers an"
Vevo partnered with Adelaide to deliver outcome-driven attention measurement across connected TV, mobile, and desktop, launching 'Attention Guaranteed' to secure a minimum attention score for campaigns with a single cross-screen performance report. The offering sits within Vevo Evolve and links media quality to funnel impact, enabling advertisers to eliminate wasted impressions and optimize media investments. Adelaide's AU metric predicts placement-level attention likelihood on a 0–100 scale, grounded in eye-tracking, placement signals, and full-funnel outcome data. Vevo's YouTube CTV inventory yields attention scores 28% above benchmarks, illustrating premium music video content's ability to capture engaged audiences.
Read at Exchangewire
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