Mars harnesses the capability of AI to understand consumer attention

Maya Yegorova

Mars, the food, confectionery and pet food manufacturer, has used a bespoke ad-testing solution to help maximize its return on investment.

Mars, Inc. – the confectionery, petcare and food manufacturer – is tapping into ad-testing which uses artificial intelligence (AI) to help measure consumer attention and emotion.

And, according to the company, its Agile Creative Expertise (ACE) tool, powered in part by technology from ad-testing company Realeyes, has:

  • Graded over 1,000 creative executions from 30 brands;
  • Yielded an 18% lift in incremental sales across 19 markets;
  • Generated more than $30m in ad optimization benefits;
  • Delivered 4,000 sales and advertising datapoints and benchmarks.

Johanna Welch, senior manager of the global Mars Horizon comms lab, built on these hard numbers by outlining how...

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