How advertisers are traveling ‘the attention pathway’ to drive business

A growing body of evidence supports the connection between attention metrics and advertising outcomes. From the top of the funnel to the bottom, there’s little doubt that more attention is better. 

When evaluating media performance, advertisers want to know what exactly elicited the attention, and whether it’s an input or an output. Disentangling the impact of creative and media on attention can be quite challenging.

Download this new report, developed in partnership with the Association of National Advertisers, to explore ‘The Attention Pathway,’ a model created by Adelaide to help advertisers understand how media and creative work in tandem to drive attention and business outcomes.  

This report will show you: 

• How to measure media quality using attention metrics
• When duration is an engagement metric versus a measure of placement quality
• Nuances of how media and creative interact to drive attention