Mortar AI & DAIVID Partner to Integrate Creative Effectiveness into MMM

"Creative quality is consistently proven to drive campaign success, multiplying profitability by up to 12 times, according to a study by Accelero. However, it is rarely captured in traditional MMM measurement. By quantifying which emotional drivers statistically influence sales response within MMM, advertisers can prioritise creative that drives measurable commercial lift, not just engagement."

"DAIVID's AI-powered technology does just that. Trained using tens of millions of human responses to ads, DAIVID's AI models let users know within seconds the emotional and business impact of their video or display ad without the need for audience panels. Its platform maps creative performance across 39 distinct emotions alongside commercially predictive metrics including attention, brand recall and brand intent."

"For too long, creative has been the biggest driver of effectiveness, and the biggest blind spot in MMM. This groundbreaking partnership with Mortar AI changes that. By embedding DAIVID technology, the industry's most reliable and scalable source of creative data, marketers gain the ability to measure creative effectiveness at scale."

Mortar AI has partnered with creative data provider DAIVID to integrate creative effectiveness measurement into its Marketing Mix Model platform. Creative quality drives campaign success and can multiply profitability up to 12 times, yet traditional MMM rarely captures this impact. DAIVID's AI technology, trained on tens of millions of human ad responses, quantifies emotional drivers that statistically influence sales within MMM. The platform maps creative performance across 39 distinct emotions and commercially predictive metrics including attention, brand recall, and brand intent. This integration enables marketers to measure creative effectiveness at scale using an overall creative effectiveness score, prioritizing creative that drives measurable commercial lift rather than just engagement metrics.

Read at Exchangewire