Mars, Incorporated: Using attention AI to predict real-world outcomes

Max Kalehoff

Mars, Incorporated, a fast-moving consumer goods brand, launched a global campaign to understand consumers' behaviour and how they think, measure attention and emotion response, create a way to predict sales accurately, help advertisers improve performance and measure attention performance for 1k Mars ad creatives.

Campaign details

Brand: Mars Brand owner: Mars Entrant company: Mars IncMarket: Global Sector: Food industry (general) Media channels: Online video

Executive summary

Mars’ Agile Creative Expertise (ACE) tool tracks emotional and behavioural reactions to its digital ads and incorporates response elements including distraction, attention, predicted video-completion rates, confusion and happiness. The proprietary tool uses EEG, biometrics, and AI-enabled facial coding to measure how long willing participants who consent to take part watch a video ad for and how their attention changes as they watch them. Participant data is anonymised....

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