Visa Europe, a world leader in digital payments, has partnered with Adelaide, the leader in attention-based media quality measurement, to integrate attention metrics into its media measurement and buying strategies for its Debit Awareness campaign in Germany. Through this collaboration, Visa leveraged Adelaide’s attention measurement technology to deepen its understanding of media quality and drive lift in upper-funnel brand metrics.
Spearheading this initiative, Visa Germany and its media buying partner Starcom utilised Adelaide’s omnichannel AU metric to assess media quality across this digital campaign. This approach enabled Visa to gain valuable insight into attentive media quality across their investment and identify opportunities to increase brand lift and cost efficiency.
Adelaide’s AU measures any media placement’s probability of attention and subsequent impact using a machine learning algorithm trained to proxy outcomes. By analysing a broad range of media quality signals, eye-tracking data, and full-funnel outcome data, AU reflects a precise and nuanced quality score for each placement. Working with dozens of top brands, Adelaide has proven AU drives an average of 31% upper-funnel lift and 56% lower-funnel lift compared to traditional metrics.
For Visa Germany’s campaign, Adelaide measured nearly 23 million impressions across display, online video (OLV), Instagram, YouTube, and Facebook. The analysis revealed some striking preliminary findings:
- Visa’s campaign outperformed AU benchmarks for Facebook, YouTube, and Instagram, reaching a peak performance of +65% on Instagram.
- While further validation is needed, early insights from a Kantar brand survey suggest high-AU media exposures delivered a +37% increase in Consideration compared to lower-AU exposures, indicating a potential relationship between higher AU and brand lift.
Moving forward, the teams are exploring programmatic activation methods, including the use of high-AU private marketplaces (PMPs) to dynamically secure higher-quality media through Adelaide’s partnership with PubMatic.
Brenna Larson, Visa Europe media lead, Starcom: “Through partnering with Adelaide, it’s been possible to successfully test and learn how attention performance can vary across channels from Display, OLV, Social, and YouTube, in an effort to maximise attention and ultimately understand the correlation between attention and brand uplift. This represents a strategic step for us at Starcom and Visa in delivering highly effective and cost-efficient campaigns to fuel brand growth.”
Marc Guldimann, founder & CEO, Adelaide: “The performance of Visa Germany’s campaign against our normative industry benchmarks showcases the brand’s adeptness at making savvy media investment decisions. Through our continued partnership, we aim to build on this success by using AU to uncover new opportunities that increase cost efficiencies and incremental lift.”