How Attention Metrics Can Help Brands Drive Better Business and Environmental Outcomes

New research from Adelaide reveals that attention metrics not only improve advertising outcomes, but also promote environmental sustainability. With growing concern for the environment, it’s imperative that advertisers understand their role in reducing carbon emissions and take measures to address their impact.

Attention metrics encourage advertisers to buy higher quality impressions that typically come through cleaner supply paths, so incorporating attention data into media buying can have positive effects on a brand’s carbon footprint as well as their advertising KPIs.

In this session, Adelaide and Mediahub will share how Mediahub leveraged Adelaide’s attention metric, AU, to increase conversions, reduce advertising waste, and lower carbon emissions for a leading domestic airline. We’ll explore campaign results, how AU-optimized media compared to traditional tactics, and how marketers can apply these insights to make a positive impact.