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National CineMedia Announces Collaboration with Adelaide to Bring Cinema Attention Metrics to Campaign Planning and Optimization
New deal allows advertisers to evaluate media campaigns based on attention score for cinema alongside other media platforms NEW YORK--(BUSINESS WIRE)--
About this update from National Cinemedia, Inc.
[{"type":"text","content":"\nNew deal allows advertisers to evaluate media campaigns based on attention score for cinema alongside other media platforms\n\n\n NEW YORK--(BUSINESS WIRE)--\nNational CineMedia (NCM), the largest cinema advertising platform in the US, today announced a deal with Adelaide, the leader in attention-based media quality measurement, bringing Adelaide’s attention transaction metric (AU) to the cinema advertising industry for the first time.\n\n\nFollowing NCM’s groundbreaking Attention Study where cinema ranked #1 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.\n\n\n\"Eye-tracking studies have shown that cinema media captures attention at rates that far exceed other paid media channels. We’re proud to bring AU measurement to NCM’s exceptional video platform,” said Marc Guldimann, Adelaide CEO.\n\n\nAdelaide’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% upper-funnel and 56% 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.\n\n\nNCM 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% of the moviegoing audience each opening weekend at the box office.\n\n\n“Measurement augmented by attention signals has a track record of increasing transparency of media quality,” said Ron Amram, Sr. Director, Global Media at Mars. “So it’s exciting to see AU ratings on new media types and formats.”\n\n\n“The legacy exposure-based measurement model does not properly factor in who is actually engaged with advertising, leaving critical datapoints on the table when maki...