We partnered with Mars, Incorporated and their Marketing Laboratory at the Ehrenberg-Bass Institute for Marketing Science to investigate what drives video advertising success.
Emotions drive behavior, so we wanted to know if emotion measurement could distinguish between ads with high or low sales lift.
We created the largest Sales-linked emotion data set in the world by combining Realeyes emotions data with Mars, Incorporated single source sales data, and leveraged our Sentiment Analysis in the Wild research to create effective predictive models based on that database.
We unveiled our results alongside Mars, Incorporated at the annual I-COM Global Forum for Marketing Data and Measurement and at the ARF Annual Conference where Realeyes were nominated as A-List innovators.
Few research methods have proven links to sales. We want to refine our models to achieve a similar level of accuracy across all markets and categories, with the potential in future to optimize creative selection, editing and budget allocation.
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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