What does “attention” really mean in today’s fragmented media landscape—and does more attention actually drive better results? In phase three of the ARF Attention Measurement Validation Initiative, real-world campaign data reveals where attention metrics align, where they diverge and how they relate to brand lift. The findings challenge assumptions and offer a more nuanced view of how attention works across channels, platforms and outcomes.
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Megan Danielson – Director, Agency Sales & Agency Data & Measurement Solutions, Google
Adam Shlachter – US, Client President, WPP Media
Zach Kubin – Co-Founder and VP of Sales & Brand Partnerships, Adelaide
In this presentation, Zack Kubin (Adelaide), Megan Danielson (Google) and Adam Schlacter (WPP Media) talk about the value that brands and agencies are getting by using attention metrics, and share findings from research that measured attention across YouTube inventory and campaign examples from WPP.
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Megan Danielson – Director, Agency Sales & Agency Data & Measurement Solutions, Google
Adam Shlachter – US, Client President, WPP Media
Zach Kubin – Co-Founder and VP of Sales & Brand Partnerships, Adelaide
In this presentation, Zack Kubin (Adelaide), Megan Danielson (Google) and Adam Schlacter (WPP Media) talk about the value that brands and agencies are getting by using attention metrics, and share findings from research that measured attention across YouTube inventory and campaign examples from WPP.
Arguing that the advertising industry’s traditional metrics like viewability and impressions are no longer sufficient in a highly fragmented media environment, Zack explained how Adelaide’s AU (attention unit) metric captures attention and drives business results. The research presented showed that higher AU scores strongly correlate with improved outcomes, including significant lifts in brand metrics and sales performance, validating attention as a more meaningful currency for media planning.
From an agency perspective, attention metrics like AU linked to outcomes, enable smarter planning, greater transparency and more effective optimization—helping brands shift from buying reach to investing in measurable impact across the full funnel.
Key takeaways:
- Attention is a stronger predictor of business outcomes. Impressions and exposure alone are insufficient.
- High-AU video placements delivered significantly better brand lift, 5x higher conversions and ROAS.
- AU helps agencies like WPP identify higher quality inventory upfront to help prioritize impact over reach alone.
- AU distinguishes which media placements deliver results, clarifying where spend goes and why.
- AU pinpoints where spend can be reallocated to minimize ad waste and increase business impact.
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Brand salience is a measure of a brand's prominence and recognizability in the minds of consumers, such as how easily consumers recognize and recall a brand when considering a purchase. Strong brand salience has been linked to brand selection and purchase, resulting in brand growth and profitability. Research on parent-line extension salience and benefits of brand salience for portfolio development are presented in these key takeaways.
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