Using Attention to Scale Creative Performance and Sales

Challenge

Mars, Inc., a global food manufacturer, developed a method to test television creatives to predict sales performance. Mars needed to expand this method to the rising volume of digital video on platforms like YouTube and Facebook. It needed to address dozens of brands and markets, and thousands of ads.

Solution

Mars piloted Realeyes PreView, testing 50 ads against audiences in key markets inside 48 hours, then applied attention and emotion measures to its performance model. Realeyes also calculated adjusted CPMs (qCPM), revealing ad budget reallocation could yield 29% return on ad spend.

PreView enabled Mars to operationalize this model at digital and global scale.

Results

Mars already knew that attention to creative and time-in-view predicted sales patterns. PreView enabled Mars to operationalize this model at digital and global scale. Following pilot success, Mars integrated PreView into its platform for all brands globally, is on track to test thousands of video tests annually.

Our Sales Lift Story

Back in 2016 we validating that our human measurement is 75% accurate in predicted sales. This was then rolled out globally across all of their Tier 1 brands, ensuring that 70% of Mars media spend was running against high performing ads, generating tens of millions of measured sales lift per year for 5+ years, achieving award recognition from ANA, ARF & I-COM.

In 2024 we completed our synthetic model and reported 3-5% sales lift gains as featured at MADFest.