Vidmob Partners to Add Creative Analytics to MMM

Vidmob, whose 'Intelligent Creative' platform integrates analytics with the production of ad creative, has partnered with Amsterdam-based holistic marketing measurement company Objective Platform, aiming 'to bring creative data into Marketing Mix Modeling'.

Vidmob is headquartered in New York and helps clients produce creative, and measure and optimize its performance across the major digital advertising platforms, 'turning every creative decision into measurable data'. Its existing partners include attention measurement software firm Realeyes, signed last year, which integrates the latter's metrics into its platform to score attention performance for every ad from any account linked to it.

The latest collaboration promises marketers 'a comprehensive view of the impact of their marketing investments, including creative quality'. Vidmob's creative quality scores and other related data will be integrated into Objective Platform's advanced MMM framework: the firms say MMM has traditionally focused on quantifying the effectiveness of media spend across various channels, but creative, 'the single most important driver of ad performance...has been left out of the equation'.

Vidmob CEO Alex Collmer (pictured) comments: 'Creative quality has long been treated as a subjective art rather than a measurable driver of business performance. This partnership enables brands to see, in concrete terms, how creative execution impacts key business outcomes'. Objective Platform's Chief Exec Melle Staelenberg adds: 'Understanding the impact of creative is essential for a complete view of media performance. By integrating creative intelligence into our MMM framework, we enable brands to connect creative and media effectiveness with greater precision and accountability'.

The companies are online at www.vidmob.com and www.objectiveplatform.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.