Vevo, the music video network, has announced a partnership with attention measurement company Adelaide to bring outcome-driven attention measurement to advertisers across Vevo’s distribution on connected TV (CTV), mobile and desktop.

Through the partnership with Adelaide, Vevo has launched ‘Attention Guaranteed’, a new offering that secures a minimum attention score for a brand’s campaign across all screens with one performance report. Attention Guaranteed – part of Vevo Evolve, the company’s data-driven ad product suite, unveiled in 2025 – provides advertisers with a clearer understanding of how media quality drives an impact across the funnel, helping them optimise their media investments.

According to Adelaide, Vevo’s YouTube CTV inventory delivers attention scores 28 per cent higher than average benchmarks, highlighting how premium music video content attracts highly engaged fans.

“As signal loss accelerates and traditional targeting becomes more constrained, advertisers are increasingly focused on content quality and premium media environments – not just the scale of impressions,” said Laura Vanison, VP, Research & Measurement at Vevo. “The future of attention measurement goes beyond viewability to outcomes, giving advertisers greater confidence that their spend is driving meaningful attention, and therefore, action.”

Adelaide’s AU is an attention-based media quality metric that predicts an ad placement’s likelihood to capture attention and drive business outcomes. Grounded in eye-tracking research and informed by placement-level signals and full-funnel outcome data, AU offers a precise 0–100 score enabling consistent evaluation of media quality across channels.

“Attention is a proven indicator of advertising performance across the funnel,” said Mark Guldimann, CEO of Adelaide. “By measuring it as a continuous variable and tying it directly to business outcomes, we’re giving marketers an actionable signal to compare quality across channels, optimize creative and formats, and make smarter, more confident investment decisions.”

“Vevo has been laser-focused on building out our offering via cutting-edge data and technology that make sense for today’s media landscape. With the launch of Vevo Evolve, our goal is to give advertisers deeper insights for a more complete picture of what their dollars are doing, especially as digital and TV converge. That means measuring and reporting on campaign impact in real time, holistically, across all screens,” added Rohan Ramesh, VP, Data Science at Vevo.

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Tags: advertising, mesurement, Vevo