SaaS Solution Empowers Brand Marketers to Optimize to Consumer Attention Horizon Media On-Board as First Agency Partner

Parsec Media, a pioneer of attention optimization, released Adelaide: the first-ever performance tool for brand builders, improving the way marketers strategize and optimize online advertising campaigns. Adelaide measures brand marketing performance through real-time feedback on consumer attention to help brands drive more lift per dollar.

“Digital advertising has long been perceived as a direct-marketing medium, useful for creating clicks and conversions. Marketers that used digital advertising to build awareness lacked the data they needed to quantify value and execute in-flight optimization,” said Marc Guldimann, Founder and CEO, Parsec Media. “Parsec was built to change this status quo—first by offering attention optimization in our media buys, and now by delivering a tool for marketers focused on brand building.”

How Adelaide works:

1.       Session Data: A proprietary JavaScript tag tracks coverage, duration, clutter, and dozens of other attention metrics from every session.

2.       Multi-Touch Attention: The attention paid to each session is aggregated at the user level and compared to a cross-screen audience graph to calculate attentive reach to target.

3.       Validation Layer: A representative sample of the target audience is surveyed for top-of-funnel brand impact. Adelaide iteratively models the relationship between attention and lift.

4.       Insights and Predictions: Insights into frequency, cadence, creative, and media value are displayed in a real-time dashboard. Machine-learning predicts awareness at the individual level and makes recommendations to improve lift per dollar. Daily delivery of under/over-exposed audiences to advertisers’ demand-side platforms (DSPs) is also available.

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Horizon Media has signed on to become Adelaide’s first agency client and will be using the tool for upcoming campaigns.

“With Adelaide, there’s finally a tool that applies it to brand advertising, producing analysis and recommendations specifically designed to build brand awareness. It’s a tool we’re eager to use, and we know our clients will greatly benefit,” said Donnie Williams, Chief Digital Officer, Horizon Media.

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“Adelaide protects branding investments by ensuring return on media spend,” said Adam Heimlich, who was recently named President of Parsec Media, and will now be known as President of Adelaide. “Today, in most cases, CPMs are valued as if all exposures are equally helpful toward brand building—yet this has never really been the case. If you advertise to build share-of-mind, attention is what matters. By being able to measure and optimize for attention, brand marketers can finally align their media investments to their goals.”

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