Vidmob, a leading innovator in creative data solutions, has joined forces with Objective Platform, a pioneer in holistic marketing measurement, to integrate creative data into Marketing Mix Modeling (MMM). This strategic partnership marks a significant advancement in equipping marketers with a more complete understanding of their marketing investments, including the impact of creative quality.
By embedding Vidmob’s creative data into Objective Platform’s sophisticated MMM framework, brands gain deeper insights for optimizing both media spend and creative strategies. Traditionally, MMM has been primarily focused on evaluating media effectiveness across various channels. However, creative execution—the most influential factor in ad performance—has often been overlooked. This collaboration ensures that creative quality is no longer a missing piece of the equation.
“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.”
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With this integration, marketers can seamlessly incorporate Vidmob’s creative quality scores—derived from data-driven, customized creative guidelines—into Objective Platform’s advanced MMM models. This collaboration underscores how creative quality can be systematically quantified, benchmarked, and integrated into data-driven marketing strategies, ultimately enhancing marketing ROI.
Melle Staelenberg, CEO of Objective Platform, emphasized the importance of this partnership: “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. Our partnership with Vidmob marks the next step in our strategic roadmap, paving the way for more results-driven, high-impact marketing decisions.”