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How Mars uses attention testing to create more effective ads
EmotionCreativity & effectivenessNeuromarketing
Mars, the food company, has identified attention, emotional load and viewability as core metrics of success for its advertising creative.
Why it matters
Creative has a key role in driving advertising impact, and is increasingly a blend of art and science. More specifically, research techniques which monitor eye movement and facial expressions can help brands understand even subtle shifts in a consumer’s response.