This press release was first published on ExchangeWire.
Adnami is expanding its offering by extending Sonar’s attention reporting capabilities to include Meta platforms. Advertisers can now compare attention results for campaigns on Facebook and Instagram alongside the open web, creating a consistent view across channels.
Bringing Meta into the same attention framework used on the open web enables brands and agencies to compare outcomes like-for-like and direct budgets with greater confidence. In an environment where walled gardens define their own metrics and reporting, Adnami maps Meta’s signals through Sonar’s established methodology, translating them into standardised attention KPIs that align with Sonar measurement across other platforms and formats.
Marie Nielsen, head of digital planning, Publicis Media, says, "Mapping Meta signals through the Sonar attention model allows us to evaluate performance across channels in a fragmented media landscape using the same metric, improving comparability and directing investment to where attention is strongest. Combining Media Attention through Sonar with our creative approach grounded in Byron Sharp’s principles of mental availability, we go to market with a holistic strategy, integrating media and creativity to maximise attention, strengthen mental availability, and drive long-term brand impact."
"Attention is the metric that connects the ecosystem. By extending Sonar to Meta, we’re giving advertisers comparable, standardised attention KPIs that translate across channels and guide smarter investment decisions," said Simon Kvist, CEO, Adnami.
As attention continues to emerge as a foundational metric for advertising effectiveness, Adnami is committed to expanding its solutions to meet the evolving needs of advertisers and publishers. The addition of Meta to Sonar’s capabilities marks another milestone in building a scalable, cross-platform approach to attention measurement.
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