Media Attention Leaders Comment on the Role of Creative Attention

Adelaide and Impact Media CEO discuss and praise Realeyes Synthetic AI that predicts audience attention and provides real-time feedback. 

Adelaide CEO and founder Marc Guldimann discussed our recent Synthetic AI news with Impact Media co-founder and CEO Wayne Blodwell on their Attention, Attention! podcast.

They were both positive of the announcement and the technology, citing the promising success of our first campaign with Mars, which showed 3-5% sales lift potential.

Realeyes Synthetic AI predicts and optimize audience attention to key areas of your ad, ensuring your creative cuts through to drive maximum impact

"[Realeyes] is going to take a single-metric, which, from where I'm sitting, is a really smart idea. It will help drive adoption," Guldimann said. "Long term, the success of [Synthetic AI] will depend on [Realeyes] ability to partner and get their data into other platforms."

We agree that is an important step, which is why we've partnered with CreativeX on the Mars work and continue to pursue partners with other key players.

We've also established a partnership with Adelaide, working together to help advertisers to intelligently target the media placements where their creative will work best, maximizing campaign impact and increasing efficiency. 

Blodwell said he found "the use of attention metrics within creative optimization fascinating," due to his early roles in media leading him to believe that creative was always treated as an afterthought for optimization purposes.

"My blinkered view was that it was the media placement and audience data doing all the hard work," Blodwell said. "Developing measurement frameworks which get all three [media, creative and audience] to work together (usually underpinned my tech) is optimal activation." We agree.