In Home Improvement, Measure Twice
In a foundational study for a top home improvement company, Adelaide revealed a nearly 10X variation in attention-efficiency among placements with similar CPMs.
RESULTS IN DETAIL
Cost of Attention vs CPM
This report plots the CPM paid per placement against the CPMAU (cost per thousand Attention Units), revealing opportunities to optimize to placements that are more cost-efficient at capturing attention.
Cost of Attention vs Viewability
Viewability (red line) is an imperfect proxy for attention, some of the lowest viewability placements are most efficient at capturing attention.
Attention vs Impressions
More efficient placements are able to generate an outsized amount of attention relative to the number of impressions served.