National CineMedia Integrates Adelaide's Attention Metric

In New York, cinema ad network National CineMedia (NCM) is working with attention-based media quality measurement specialist Adelaide, to bring the latter's attention transaction metric (AU) to the cinema advertising industry for what it says is the 'first time'.

NCM claims to be the largest cinema advertising network in the US, offering audience engagement with more than 19,500 screens in over 1,500 theaters in 195 Designated Market Areas. Through the deal with Adelaide, advertisers will be able to evaluate media campaigns based on an attention score for cinema alongside other media platforms. Following NCM's Attention Study, where cinema ranked #1 across all video platforms for attention score, NCM's integration into the Adelaide platform will now allow brands to analyze cinema alongside other media options as they plan their campaigns based on the relative attention-based quality and value of those ad impressions.

Adelaide's AU is an omnichannel media quality metric representing a placement's probability of attention and subsequent impact. It is generated by a machine learning algorithm trained to proxy full-funnel outcomes from awareness to sales. The firm's CEO Marc Guldimann says that eye-tracking studies have shown that cinema media captures attention at rates that far exceed other paid media channels.

Mike Rosen, CRO at NCM, comments: 'The legacy exposure-based measurement model does not properly factor in who is actually engaged with advertising, leaving critical datapoints on the table when making major media investment decisions. The Adelaide integration is another step forward for NCM as we continue to quantify and prove the efficacy and efficiency of cinema advertising to the marketplace.'

Web sites: www.ncm.com and www.adelaidemetrics.com .