Mars, the food company, has identified attention, emotional load and viewability as core metrics of success for its advertising creative.

Why it matters

Creative has a key role in driving advertising impact, and is increasingly a blend of art and science. More specifically, research techniques which monitor eye movement and facial expressions can help brands understand even subtle shifts in a consumer’s response.

Takeaways

• Sorin Patilinet, Director/Consumer Insight at Mars, Inc., outlined the results of its tests, conducted with six partners, which covered 4,000 ads from over 19 markets.
• “We’ve identified attention, we’ve identified emotional load and we’ve identified viewability...