"Kellanova has been working with creative technology firm Vidmob and industry association MMA Global to measure the effectiveness of creative deployed on Meta ad units, using an AI-enabled solution to better understand which of its creative assets caught the eyes of consumers and which went under the radar. It's now using the findings to tighten up its creative production - and alter its commercial relationships with creative agencies."
"The CPG giant spent 12 months testing the performance of 443 creative assets across 10 brands, including Rice Krispies Treats, Pringles, Cheez-It, Pop-Tarts and Kellogg's, in the U.S. using Vidmob's Aperture solution, which relies on machine-learning, historical data and LLMs like Google's Gemini. The study established 19 scoring criteria relating to copy, logo placement, tone, narrative, pacing and product placement - common to assets that achieved at least a three-second view-through-rate on Meta"
Kellanova partnered with Vidmob and MMA Global to measure creative effectiveness on Meta ad units using AI-enabled tools. The firm tested 443 creative assets across 10 brands over 12 months, evaluating 19 scoring criteria such as copy, logo placement, tone, narrative, pacing, and product placement. Findings identify which assets achieved at least a three-second view-through-rate and inform adjustments to creative production and agency relationships. Executives frame AI as both an efficiency and effectiveness enhancer. The effort addresses marketing budget pressures by seeking better return on creative investment and operationalizing creative decision-making with machine learning and LLMs.
Read at Digiday
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