dentsu and VidMob Team for Ad Attention Lab Initiative

In New York, global marcoms group dentsu has partnered with personalized video content creation platform VidMob, to launch a new solution tracking the effectiveness of creative across digital channels.

VidMob's technology applies computer vision, optical character recognition and machine learning to tag the visual attributes a viewer encounters in an ad. This data set is then combined with real-time, cross-platform performance metrics, to provide insights about the impact the creative's visuals - such as objects, shapes, words, sentiments, colors, logos - have on view duration, purchase and other consumer actions.

Through the global partnership, VidMob's Agile Creative Studio will be used to power dentsu's Attention Ad Lab, to give marketers a greater understanding of what media and creative variables capture attention, and which are most effective across the interactive marketing landscape. Results can be used to inform both future creative decisions and optimisation of creative in ongoing campaigns.

Michael Epstein (pictured), Global CEO of Media Brands and Product for dentsu, comments: 'Research shows that 70 percent of campaign performance is driven by creative. The trick is making sure that every single creative choice is the right one. Our dentsu Attention Ads Lab solution powered by VidMob reiterates the 'attention economy' research priority of understanding shifting consumer engagement, how creative plays into that formula and how we can help our clients cut through the clutter to drive better business outcomes'.

Web sites: www.dentsu.com and www.vidmob.com .