By Seb Joseph

Mars is experimenting with alternative ways of ad targeting that could mean future ads for its brands appear to consumers when they are most likely to want a chocolate bar.

Identifying when people are most likely to have impulse moments is a sticking point for those FMCG marketers pushing for more bang for their marketing buck. At Mars, the need for harder working media is seeing it employ alternative tactics that eschew the traditional demographic-driven approach to ad targeting.

“Not only are we testing programmatic buying, contextually relevant creative and incentives through our Mars brand, we’re also doing experimental targeting with different Read full story ›

Source: The Drum