Breaking Ground: Adelaide & Kantar Forge Game-Changing Partnership to Connect Attention Metrics with LIFT and LIFT+ Solutions
When properly designed and deployed, attention metrics can be a powerful tool for improving advertising performance. For years, Adelaide’s team and partners have been dedicated to proving the connection between our omnichannel attention metric, AU, and business outcomes. Today, we're thrilled to announce a significant milestone in this journey: our strategic partnership with Kantar, the world’s leading marketing data and analytics company.
This collaboration is the result of our joint efforts focused on demonstrating the substantial impact of AU on brand lift across various industries and metrics, including Unaided Awareness, Consideration, Favorability, Top-of-Mind Awareness, and Online Recall.
What Our Partnership Accomplishes:
Our collaboration enriches the insights available to our mutual clients by tapping into more granular, session-level data whenever possible and simplifying the process of correlating AU with outcomes. Marketers can seamlessly conduct correlation analyses, ensuring the insights garnered are not just informative but relevant and actionable.
Robert Katz, VP of Global Product, Ecosystem Partnerships at Kantar, said, “Kantar is thrilled to announce our strategic partnership with Adelaide. By combining our strengths in Brand Lift measurement with their proven track record in Attention Measurement for omnichannel advertising, we’re confident we’ll make a significant impact. We are looking forward to helping advertisers identify shifts to their media spend to optimize creative and placement tactics, resulting in greater brand lift.”
Marc Guldimann, CEO of Adelaide, added, “At Adelaide, we’re committed to helping advertisers achieve superior outcomes with AU. Our collaboration with Kantar represents the leading edge of Attention & Brand Lift partnerships. It will undoubtedly enhance our efforts, allowing advertisers to seamlessly demonstrate the measurable impact of attention metrics and obtain specific AU targets to achieve Kantar brand lift KPIs.”
A roadmap of innovations focused on delivering enriched insights will be announced over the next quarters. These will sharpen the precision of attention metrics in correlation analyses and enrich Kantar’s LIFT and LIFT+ solutions with an attention layer enabling greater growth impact.
About Kantar
Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioral data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future. For further information, visit kantar.com/LIFT.