MX8 Labs is a launch partner in Adelaide’s AU Ecosystem for Outcome Partners, a new program recognizing survey and outcome partners whose data can be matched directly to AU, Adelaide’s omnichannel media quality metric.
For research and advertising agencies, this is an opportunity to answer a more useful client question: which parts of a media plan are associated with stronger outcomes, and what should we do with that knowledge? Our role is to give agencies the research capability to answer it, with the detail their analysis needs.
From a campaign result to a media decision
A campaign-wide brand lift result tells an agency something important. But it can leave the next question unanswered: how did outcomes vary across the placements, partners and channels in the plan?
Adelaide’s program sets a common standard for outcome data granularity. Members provide outcome data at the exposure level that can be matched to placement-level AU. That connection helps agencies examine how brand outcomes vary with media quality, rather than stopping at a single result for the whole campaign.
For a research agency, it adds another dimension to the study and its interpretation. For an advertising or media agency, it can bring the evidence closer to decisions about inventory, budget and the next brief.
A research partner behind your agency
We built MX8 Labs to help agencies deliver rigorous research with less production work. Your team owns the client relationship, the research questions and the strategic advice. We support that work with the MX8 Labs Research Platform and research expertise.
The platform brings survey programming, fieldwork, exposure analysis and reporting into one workflow. For brand lift studies, that means comparing outcomes across exposure groups and audiences, with matching, weighting and significance testing available in the report. Agencies can spend more of their time interpreting the findings and advising clients.
Joining Adelaide’s ecosystem extends that agency partnership to the connection between media quality and survey outcomes. Agencies can build that connection into the measurement plan from the start, with a clear understanding of the detail the study needs to deliver.
Make the evidence useful while decisions are still open
Matched outcome and AU data can inform in-flight optimization when the study has enough data to support a decision. It can also contribute to future planning, including Adelaide’s power curves, which show how outcomes vary as media quality rises and where returns begin to diminish.
The research design still matters. Agencies need suitable comparison groups, sufficient sample at the level being analyzed and a clear account of uncertainty. A relationship between AU and an outcome is not, by itself, proof of causation.
What excites me about this partnership is the opportunity for agencies to give clients a clearer connection between the quality of the media they buy and the outcomes they measure. We’re here to help agencies build the research behind that advice.
If your agency is planning a campaign study, talk to us about the research you need or explore campaign research with MX8 Labs.