Using attention metrics to optimize frequency & recency

Marc Guldimann and Karl Sjulsen

AU, a new metric created by Adelaide, takes an omnichannel approach to a per-placement scoring model which can be used by marketers to replace or augment viewability or video completion rates. AU is expressed on a scale from 0-100, generated by machine learning which is tailored individually for each channel measured, and can also be used to measure against other marketing placements such as audio, CTV, and linear TV.

Reach, frequency, and recency are foundational themes in advertising efficacy that have been discussed ad nauseum since the dawn of mass media. Even as the technology to track advertising approaches surveillance levels, effective reach and frequency remain central to advertising and media planning.

The continued discourse is fueled, in large part, by the fragmentation of media and the proliferation of ad formats, which chip away at some of the model’s original assumptions. Even when media channels were more consolidated and consistent than they are today, researchers understood that varying levels of attention needed to be accounted for. Definitions of effective...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands