My first article about Adelaide was titled "Predicting Attention Is Worth More Than Measuring Attention." In it, I made the point that Adelaide exists to maximize attention by making timely inputs to media selection before the fact, leaving others such as RealEyes to measure after the fact that the attention outcome was achieved. I also drew the distinction that companies measuring attention tended to concentrate on the creative, whereas Adelaide focused on the media context contribution to attaining attention. Marc Guldimann, the founder CEO of Adelaide, characterizes this dichotomy as "attention as an input" versus "attention as an outcome."
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.