"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."
""You don't go to the store with gum on your shopping list," says Patilinet. "We want to reach as many people as possible to build this memory structure, which will be triggered at the point of purchase, especially since half of our categories are mostly impulse buys like chocolate and gum.""
Mars's neuromarketing research finds that digital ads now deliver attention similar to print or out-of-home, providing approximately two seconds of active consumer attention. The company focuses on impulse-driven categories like chocolate and gum, where building memory structures increases purchase triggers at point of sale. The team used anonymous facial coding with RealEyes and partners to detect attention and emotion across 130 digital ads in multiple geographies and durations, including six, 15, 30-second spots and long-form formats. Attention capture combined with emotional connection constitutes the formula for triggering impulse purchases. Marketers often overestimate attention to full ad durations.
Read at The Drum
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