Sales Validation
We partnered with Mars, Incorporated and their Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science to investigate what drives video advertising success.
Objective
Emotions drive behavior, so we wanted to know if emotion measurement could distinguish between ads with high or low sales lift.
Methodology
We created the largest Sales-linked emotion data set in the world by combining Realeyes emotions data with Mars, Incorporated single source sales data, and leveraged our Sentiment Analysis in the Wild research to create effective predictive models based on that database.
A-list Innovators
We unveiled our results alongside Mars, Incorporated at the annual I-COM Global Forum for Marketing Data and Measurement and at the ARF Annual Conference where Realeyes were nominated as A-List innovators.
Results
Impact
Few research methods have proven links to sales. We want to refine our models to achieve a similar level of accuracy across all markets and categories, with the potential in future to optimize creative selection, editing and budget allocation.
This predicted Sales Lift methodology was rolled out globally across all of Mars’ Tier 1 brands, ensuring that 70% of media spend was running against high performing ads, generating tens of millions of measured sales lift per year for 5+ years, achieving award recognition from ANA, ARF & I-COM.
