Sorin Patilinet | Source | Global Marketing Insights Director at Mars Incorporated

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.

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.

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.