Kantar Partnership Adds Attention Insights to LIFT

Kantar has announced a partnership with attention-based media quality measurement specialist Adelaide, enriching the outputs from the former's LIFT and LIFT+ products.

Headquartered in New York City, Adelaide has developed a proprietary 'AU' metric which evaluates thousands of signals to assess a media placement's probability of capturing attention and driving impact using a machine learning algorithm trained to proxy outcomes. Last summer the company announced partnerships with Havas, National CineMedia and Yahoo.

The collaboration with Kantar focuses on demonstrating the substantial impact of attention on brand lift measures including Unaided Awareness, Consideration, Favourability, Top-of-Mind Awareness and Online Recall. Clients of Kantar's LIFT and LIFT+ who work with both organisations will use more granular data to correlate Adelaide's omnichannel attention metric with campaign outcomes with greater precision, and the partners say they will publish a 'roadmap of innovations' focused on delivering enriched insights will be announced shortly.

Robert Katz, VP of Global Product, Ecosystem Partnerships at Kantar comments, 'By combining Kantar's strengths in brand lift measurement with Adelaide's proven track record in measuring attention for omnichannel advertising, we'll make a significant impact for our clients'. Adelaide CEO Marc Guldimann (pictured) says the partnership 'represents the leading edge of attention and brand lift partnerships', adding: 'It will undoubtedly enhance our efforts, allowing advertisers to seamlessly demonstrate the measurable impact of attention metrics and obtain specific AU targets to achieve Kantar brand lift KPIs'.

Web sites: www.adelaidemetrics.com and www.kantar.com .