Parsec Launches Adelaide - The First Performance Tool for Brand Marketing
New York, NY (May 1, 2019) — Parsec Media, a pioneer of attention optimization, today released Adelaide: the first-ever performance tool for brand builders, improving the way marketers strategize and optimize online advertising campaigns. Adelaide measures brand marketing performance through real-time feedback on consumer attention to help brands drive more lift per dollar.
“Digital advertising has long been perceived as a direct-marketing medium, useful for creating clicks and conversions. Marketers that used digital advertising to build awareness lacked the data they needed to quantify value and execute in-flight optimization,” said Marc Guldimann, Founder and CEO, Parsec Media. “Parsec was built to change this status quo—first by offering attention optimization in our media buys, and now by delivering a tool for marketers focused on brand building.”
How Adelaide works:
- Session Data: A proprietary javascript tag tracks coverage, duration, clutter, and dozens of other attention metrics from every session.
- Multi-Touch Attention: The attention paid to each session is aggregated at the user level and compared to a cross-screen audience graph to calculate attentive reach to target.
- Validation Layer: A representative sample of the target audience is surveyed for top-of-funnel brand impact. Adelaide iteratively models the relationship between attention and lift.
- Insights and Predictions: Insights into frequency, cadence, creative, and media value are displayed in a real-time dashboard. Machine-learning predicts awareness at the individual level and makes recommendations to improve lift per dollar. Daily delivery of under/over-exposed audiences to advertisers’ demand-side platforms (DSPs) is also available.
Horizon Media has signed on to become Adelaide’s first agency client and will be using the tool for upcoming campaigns.
“With Adelaide, there’s finally a tool that applies it to brand advertising, producing analysis and recommendations specifically designed to build brand awareness. It’s a tool we’re eager to use, and we know our clients will greatly benefit,” said Donnie Williams, Chief Digital Officer, Horizon Media.
About Parsec Media
Parsec Media, a pioneer in attention optimization, quantifies the success of creatives and tactics. Parsec works with leading publishers across every vertical to provide a 100 percent transparent, brand-safe, and contextually relevant environment for brands. With a focus on attention metrics, Parsec aligns all stakeholders around a common goal: creating ads that people enjoy and find relevant. For more information, visit: http://www.parsec.media/