Parsec Media recently released a performance tool that measures in real-time consumer attention given to campaigns, among other metrics.
The measurement platform, Adelaide, creates a new business for Parsec Media. And with the new tool, Adam Heimlich steps in as president of Adelaide, reporting to Marc Guldimann, CEO of Parsec Media.
Among many metrics, the tool will highlight how much money agencies have wasted in “under exposure and over exposure” of the advertisements, Guldimann said.
For now the platform analyzes desktop and mobile display and video, as well as direct deals and programmatic. In the future it will support walled gardens such as Facebook, Google and Snapchat, as well as OTT and CTV, and outdoor advertising.
Horizon Media has signed on to become one of the first agencies to use the platform.
“We’ve partnered with the Adelaide team across a couple of clients, although the product and campaigns only recently launched in the past week or so,” said Donnie Williams, chief digital officer at Horizon Media, noting that the benefits for brand marketers are significant. “This is the evolution of legacy reach and frequency metrics by now introducing time and consumer attention.”
Williams said the bet Horizon is making is that time has been a critical missing element, and one that is driving marketing.
Adelaide now gives Horizon Media “a compelling line of sight into the impact of time and attention related to consumer exposure and environment or context,” he said.
Horizon Media isn’t the only media agency using the platform. Scott Konopasek, media director at Noble People, said, “I’m a big believer in an attention metric, rather than ad delivery.”
Konopasek said Noble People will initially use the Adelaide platform to measure sales and online sign-ups for a fitness boutique to link attention to revenue. The campaign launches on Wednesday and will begin with display and then move into online video.
“As we get data, probably in about four weeks, we will see how attention correlates with the sales,” he said. “… We expect the attention measurement to show the differences in legacy in optimization and performance.”
The platform begins by measuring viewability, but extends into duration, meaning analyzing how many seconds the ad is seen on the page. Then it measures “coverage and clutter,” the size of the ad and how many other ads appear on the page.
A representative sample of the target audience is surveyed for top-of-funnel brand impact, and the platform iteratively models the relationship between attention and lift. 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.
About a year and a half ago, customers began asking Parsec about using its technology without the associated media. At one point, Parsec was strictly a media business. The development of Adelaide resulted in the decoupling of the measurement, optimization, and survey verification technology.