Vidmob, the leading provider of creative data solutions, and Objective Platform, a leader in holistic marketing measurement, announced a strategic partnership to bring creative data into Marketing Mix Modeling (MMM). This collaboration marks a major step forward in providing marketers with a more comprehensive view of the impact of their marketing investments, including creative quality.
By integrating Vidmob’s creative data into Objective Platform’s advanced MMM framework, brands can make more informed, data-driven decisions about both their media allocation and creative strategies. Until now, Marketing Mix Modeling 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.
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Vidmob and Objective Platform recently collaborated with a global FMCG brand, where incorporating creative data into MMM modeling revealed a direct correlation between creative quality and performance. Results highlighted how standard platform guidelines can be elevated to a tailored approach, customized for each brand, with high-scoring creative assets for TikTok delivering a 36% boost in Top of Mind Awareness and 28% more sales, while low-quality creative negatively impacted these metrics.
“Vidmob is thrilled to partner with Objective Platform to bring greater accountability and intelligence to creative decision-making,” said Alex Collmer, CEO at Vidmob. “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.”
SOURCE: Vidmob