National CineMedia has announced a deal to bring Adelaide’s attention transaction metric to the cinema advertising industry for the first time.
Following NCM’s groundbreaking Attention Study where cinema ranked number one across all video platforms for attention scores, NCM’s integration into the Adelaide platform will now allow brands to analyze cinema alongside other media options as they plan their campaigns based on the relative attention-based quality and value of those ad impressions.
"Eye-tracking studies have shown that cinema media captures attention at rates that far exceed other paid media channels,” said said Marc Guldimann, Adelaide CEO. “We’re proud to bring AU measurement to NCM’s exceptional video platform.”
Adelaide’s AU is an omnichannel media quality metric representing a placement’s probability of attention and subsequent impact. It is generated by a machine learning algorithm trained to proxy full-funnel outcomes from awareness to sales. This past year, Adelaide conducted an analysis of nearly 40 case studies demonstrating how AU has helped advertisers achieve an average of 31 percent upper-funnel and 56 percent lower-funnel lift compared to traditional metrics. Since 2020, Adelaide has worked with dozens of brands, including Microsoft, the NBA, the Coca-Cola Company, Anheuser-Busch InBev, and Audi, and is the preferred attention measurement partner of several major media agencies like Mediahub and Publicis.
NCM is the country’s leading cinema ad platform, representing all three of the only national chains in the US – AMC, Regal and Cinemark – and reaching 75 percent of the moviegoing audience each opening weekend at the box office.
“The legacy exposure-based measurement model does not properly factor in who is actually engaged with advertising, leaving critical datapoints on the table when making major media investment decisions,” said NCM chief revenue officer Mike Rosen. “Cinema, as a powerful, lean-forward video content experience, delivers the highest attention scores of all media platforms, which directly correlates to greater return on ad spend as measured by key business outcome goals. The Adelaide integration is another step forward for NCM as we continue to quantify and prove the efficacy and efficiency of cinema advertising to the marketplace.”
National CineMedia www.ncm.com
Adelaide adelaidemetrics.com