"Digital ads are now the equivalent of a print or out-of-home ad. Why? Because extensive neuroscience studies, conducted by Mars, show that similar to these traditional methods, marketers now only have about two seconds to capture consumers' attention in the digital realm."
"Mars, the family-owned global company behind brands like M&M's, Wrigley's gum, Skittles, and the like, thrives on impulse buys for many of its products. What Sorin Patilinet, global consumer marketing insights director, Mars, Inc., and his team in the communications lab, are trying to solve for is how to first draw attention and then create an emotional connection. The two together are the magic formula for triggering impulse purchases."
"His team has spent the past six months working with RealEyes and other partners to develop what it calls the "future of pre-testing." Through anonymous "facial coding," it can detect attention and emotion. It has tested 130 digital ads across key geographies from the US to China in various durations ‑ six, 15, or 30-seconds and even long formats on YouTube, Facebook, and other platforms."
Mars' neuromarketing research finds digital ads now capture active consumer attention for roughly two seconds, making digital placements comparable to print or out-of-home formats. Mars focuses on impulse-driven categories like chocolate and gum and seeks to combine attention capture with emotional connection to trigger purchase. A communications lab led by Sorin Patilinet uses anonymous facial-coding and partners such as RealEyes to pre-test creative, evaluating attention and emotion across 130 digital ads in multiple markets and lengths. The study reveals lower-than-expected active attention for many executions and suggests marketers must optimize creative to secure very rapid engagement.
Read at The Drum
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