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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.
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.
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.
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.
Discover how Mars and GSK approach attention in advertising, highlighting the power of combining creative and media measurement for success.
How Mars Used Creative Attention AI to Predict Video Performance In 19 Markets and Drove 18% Incremental Sales Lift
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