Advertising awareness, the most used ad efficiency metric, is increasingly questioned by advertisers. Indeed, this measure is based on old economic theories of the consumer behaviour. In the 90s, academic researches, in particular those based on neurosciences, dramatically improved our knowledge of how memory works and how attitudes develop. Most advertisers recognise that ad awareness is saturated for well established brands, however it is still the most used metric. In this context, it is becoming urgent to propose new ways of measuring advertising efficiency, new industry standards. TNS contributes to this debate by sharing results obtained with several alternative measures, in particular emotional and implicit attitudinal measures.