eye square and Colgate in MarketingDive

Which mobile ads are most effective at encouraging customers to add a toothbrush to their cart? For the launch of its Keep manual toothbrush, Colgate-Palmolive used eye square’s new ad-to-cart tool for real-time ad testing to answer this question.

The tool displays ads on Amazon, Facebook, Instagram and YouTube and asks users to simulate a purchase in the category of the ad they saw. Based on eye square insights and consumer response analysis, the Colgate-Palmolive was able to adjust messaging, creative and spend accordingly.

The partnership with Colgate provides a representative case study of the new eye square tool, which links a user’s explicit and implicit responses to their immediate perceptions, providing valuable behavioral data for campaign planning.