Attention - the KPI to Manage Ad Effectiveness
Mars Inc. is a $40bn global conglomerate with a portfolio of over 50 top brands across pet care, confectionery and food industries. Everything Mars does in advertising needs to tie directly to sales outcomes. This was a challenge as sales data is only available months after campaigns run – Mars Inc. needed a reliable lead indicator of future sales.Â
2016 - 2018: Predicting Sales Lift with 75% Accuracy
We partnered with Ehrenberg-Bass Institute to investigate how attentions and emotions drive sales outcomes. We built a predictive model based on Mars’ historical sales data and Realeyes webcam measurement of attention and emotions, and market-tested it over multiple rounds of validations. Eventually, the model was able to distinguish ads with high or low sales lift with 75% accuracy.Â
2019 - 2024: Global Rollout Across 70% of Mars Media
PreView methodology was then rolled out at global scale across all of Mars’ Tier 1 brands, ensuring that 70% of media spend was running against high performing ads. This generated 10s of millions $ of measured sales lift per year for 5+ years, achieving award recognition from ANA, ARF & I-COM, including coverage by Business Insider.Â
2024+: Synthetic Measurement for Every Ad
In 2024, at MAD//Fest we announced our Synthetic model that enabled Mars to instantly predict attention and emotion for every ad across their brand portfolios with 78% accuracy vs human measurement. By running any image or video ad through the model, Mars could optimize their ad inventory, reporting gains of 3-5% sales lift.Â