Mars, GSK Approach to Attention Highlights at ICOM Roundtable

Keith O'Brien
Keith O'Brien
July 22 2 min read

Brands and measurement providers shared how attention measurement is the metric of the future at both the ICOM Summit Roundtable - Business Case for Attention and MAD//Fest in London.

Brands and measurement providers shared how attention measurement is the metric of the future at both the ICOM Summit Roundtable - Business Case for Attention and MAD//Fest in London.


Takeaways From Both Events:

The attention metrics evolution is showing promise while still in its early phase

Creative and media attention measurement coordinated in tandem will achieve the greatest impact

Success will come out of attentional frameworks in large enterprise advertisers, not as one-off tactical point solutions



At ICOM, over 25 attendees shared their thoughts about attention, with many citing questions about standards, quality, driving adoption, and gaming/fraud. The roundtable was the foundational event to launch the ICOM Attention Working Group, co-chaired by our VP of Marketing and Growth Max Kalehoff and Phil Jackson, Global Digital Marketing Effectiveness Innovation Director at GSK/Haleon.

Mars global director Sorin Patilinet shared his company’s attention journey, led by the creation of ACE, a partnership solution with Realeyes. ACE has driven an 18% sales lift and $30 million in ad optimizations, across 19 markets and 30+ brands in every Mars Inc. Category in 18 months.

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In addition, Patilinet joined our Commercial Director Alex Browne on stage at MAD//Fest to provide more context on ACE’s success.

Mars plans to build on its creative attention success by adding media and context attention measurement to their upcoming campaigns.

Publicis EVP Thaer Namruti discussed the company’s work with GSK Consumer Health, now Haleon. The company has put attention at the center of its advertising strategy, focusing on developing a framework and learning agenda in the next two years.

 



Whereas Mars initially focused on creative attention, GSK put an initial emphasis on media attention measurement. Both companies will look to add the other side to create a more complete picture of attention and its effect on advertising.

We know that attention is strongest when it combines creative and media measurement, so more brands are looking for holistic solutions that provide a 360 degree of attention measurement.

Realeyes’ goal is to combine our best-in-class creative attention measurement with other measurement solutions from partners focused on media to provide clients with a holistic view of attention measurement.

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