Kantar partners with Adelaide to connect Attention with LIFT and LIFT+ solutions 

01 May 2024
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Kantar, the world’s leading marketing data and analytics company, today announces a pioneering partnership with Adelaide, the industry leader in attention-based media quality measurement. The collaboration focuses on demonstrating the substantial impact of attention on brand lift measures including Unaided Awareness, Consideration, Favourability, Top-of-Mind Awareness, and Online Recall.

The partnership offers enriched insights to Kantar’s LIFT and LIFT+ clients working with both organizations. Thanks to more granular data, clients will be able to correlate Adelaide’s omnichannel attention metric with campaign outcomes with unmatched precision. Marketers now have an additional relevant and actionable tool to further optimize their media spend. 

Robert Katz, VP of Global Product, Ecosystem Partnerships at Kantar, said, “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. We are looking forward to helping advertisers identify how to shift their media spend to optimise creative impact and achieve greater brand lift.”

Marc Guldimann, CEO of Adelaide, added, “At Adelaide, we’re committed to helping advertisers achieve superior outcomes with AU. Our collaboration with Kantar represents the leading edge of attention and brand lift partnerships. 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.”

A roadmap of innovations focused on delivering enriched insights will be announced over the next quarters. These will sharpen the precision of attention metrics in correlation analyses and enrich Kantar’s LIFT and LIFT+ solutions with an attention layer enabling greater growth impact.

For further information, click here.

About Adelaide

Adelaide is the leader in attention-based media quality measurement. Their mission is to bring increased transparency and fairness to advertising by supplying the market with a precise, omnichannel media quality metric connected to business outcomes. Adweek has called Adelaide’s AU “the attention economy’s most widely recognized metric.” Proven to predict full-funnel outcomes more accurately than any existing metric, AU helps the world’s largest brands make smarter investment decisions, activate attention data programmatically, and drive better performance. Adelaide is named after the global epicenter of evidence-based marketing in southern Australia and headquartered in New York City. For more information, visit adelaidemetrics.com

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