How Mars uses attention testing to create more effective ads

Mars has built its own testing tool, called Agile Creative Expertise (ACE), that allows the food company to identify those ads that will grab attention and drive sales.

When it comes to advertising impact, “attention is the gatekeeper”, according to Sorin Patilinet, Director/Consumer Insight at food company Mars, Inc.

“It’s the first thing you need. When you have an exposure without attention, there’s no next step.”


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