Measuring attention pays off for NBA | WARC | The Feed

The National Basketball Association (NBA), the sports league, saw promising results from a campaign which tracked consumer attention and quickly adapted in response to its findings.

The background

• The NBA worked with Adelaide, a New York-based measurement company, on the campaign.
• More specifically, the initiative leveraged Adelaide’s “AU” metric to track attention across several channels.
• Using this approach, the NBA could monitor performance and adapt its campaign on the fly.

The campaign