The agreement will see Visa use Adelaide’s attention measurement technology for a campaign on debt awareness in Germany, in partnership with Visa’s media buying partner Starcom.

Adelaide’s attention measurement technology will be used to help understand media quality and improve upper-funnel brand metrics, with Adelaide’s AU metric used to assess media quality across the digital campaign.

The Visa campaign outperformed benchmarks for Facebook, YouTube and Instagram, reaching a peak performance of +65% on Instagram.

Brenna Larson, Visa Europe media lead at Starcom, said: “Through partnering with Adelaide, it’s been possible to successfully test and learn how attention performance can vary across channels from display, online video, social and YouTube, in an effort to maximise attention and ultimately understand the correlation between attention and brand uplift.

“This represents a strategic step for us at Starcom and Visa in delivering highly effective and cost-efficient campaigns to fuel brand growth.”

Marc Guldimann, founder and chief executive at Adelaide, said: “The performance of Visa Germany’s campaign against our normative industry benchmarks showcases the brand’s adeptness at making savvy media investment decisions.

“Through our continued partnership, we aim to build on this success by using AU to uncover new opportunities that increase cost efficiencies and incremental lift.”