Sorin Patilinet | Source | Global Marketing Insights Director at Mars Incorporated
Sorin Patilinet
Sorin is a curious engineer who became a marketer. His academic life started by studying Telecommunication Engineering in Bucharest, Romania, and then, immediately as he graduated, he followed his passion for marketing and never looked back. Sorin leads the Mars Center of Expertise for advertising and media.
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Mars Incorporated
Global Marketing Insights Director
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Mars’ secret for success in digital: focus on peak attention | WARC
Mars, the food-to-petcare business, sees attention as an important metric in its digital advertising – and “peak attention” in particular as a crucial moment for delivering an emotional message.
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The Attention Council Whitepaper Reveals Best Practices for Activating on Attention Data
New York City, NY (PRWEB) February 25, 2021 -- The Attention Council (TAC) announced today a new whitepaper, “From Attention to Action” which outlines the
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Council Post: Why Attention In Advertising Is Your Best Path To Sales
Regardless of if you are considering short-term performance, long-term brand awareness or both, advertising is subject to the laws of attention and emotion.
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We look at it as a ladder. The first need is attention because we know that attention is declining. Once you have gotten that attention, you can then start eliciting emotions. We’ve proven that by building emotions, you can encode your distinctive assets into the consumer’s brain much, much better. And then [those assets] can be recalled. So, the ultimate goal is not emotion. The ultimate goal is memory encoding. But that happens faster through emotions than through rational messages.
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Years of testing various neuroscience-based marketing solutions taught us that one of the biggest challenges for advertising is simply getting people to notice your messages.
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We’ve landed on peak attention as a KPI that that drives success in digital. We believe that an execution with a better attention score will travel across media channels better and will be a safer bet for you when you need to make a choice. At the same time, Attention is fully utilised to understand the moments in your creative that are winning consumers’ minds, and those that are confusing them.
