Adelaide Expands Attention Leaderboard to Spotlight CTV's Top Streaming Platforms
by on 14th Mar 2024 in News
Adelaide, the leader in attention-based media quality measurement, has expanded its Attention Leaderboard to include Connected TV spotlighting the five streaming platforms with the highest-quality CTV offerings. Adelaide’s Attention Leaderboard is grounded in its omnichannel attention metric, AU, which predicts any media placement’s probability of attention and subsequent impact.
Top 5 CTV Brands:
- Peacock
- Hulu
- Max
- Paramount
- Discovery+
Adelaide leverages a machine-learning model, trained using full-funnel outcome data, to generate precise and nuanced AU ratings across campaigns. The AU model for CTV uses automatic content recognition (ACR) data from inscape and opt-in eye-tracking data from TVision to evaluate the potential for attention across placements. CTV AU scores consider granular content signals like programming genre, show title, and pod position, in addition to insights like streaming app and daypart.
Adelaide will regularly release an updated leaderboard, offering advertisers timely insights for smarter media investment decisions. Previously, Adelaide published its Display Leaderboard, which recognises the top publishers, platforms, and ad networks for their high-quality display offerings.
"Our goal is to foster a marketplace where quality is rewarded, paving the way for advertisers to invest with confidence in the spaces where their messages have the greatest likelihood of resonating," said Marc Guldimann, CEO of Adelaide. "CTV media has a much higher probability of attention than most digital ad placements, offering an incredible opportunity for advertisers. With the addition of CTV to our Attention Leaderboard, we’re acknowledging the streaming platforms that excel in delivering exceptional value through high-quality media."
"For an ad to work, viewers need to be paying attention, and in general, viewers pay more attention to CTV than linear ads. But not all CTV advertising opportunities provide the same value. Apps that deliver high ad attention are premium investments that are more likely to deliver a greater return on ad spending," explains Yan Liu, CEO of TVision. "The Adelaide CTV Leaderboard provides an excellent starting point for advertisers seeking to understand which apps best engage viewers."
Adelaide has proven the connection between high-attention CTV media and outcomes with clients like the NBA, who saw 36% higher Tune-in for live games by focusing its budget on high-attention placements across CTV and digital.
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