How Creative Data is Transforming MMM

For years, marketing success has been measured by media spend, reach, and clicks. But what about the actual creative—the element that truly captures an audience’s attention and drives engagement? Despite creative being proven to have a 50%+ impact on sales lift and purchase intent, creative quality has been seen as subjective and excluded from measurement methodologies. Thankfully, that’s changing.

Last week, Vidmob announced its partnership with Objective Platform, a global MMM SaaS leader that is redefining how brands assess performance. Driven by the belief that “marketers deserve a holistic and independent view of their multichannel media investments,” Objective Platform partnered with Vidmob to bring this vision to life and test the impact of creative quality in their MMM models. Now, by integrating creative data into their models, they’re helping clients bridge the long-overlooked gap of how creative quality impacts marketing ROI. 

Following successful testing, Vidmob and Objective Platform released an extensive case study  showcasing how incorporating Vidmob’s creative data into Objective Platform’s Marketing Mix Modeling (MMM) framework leads to a more accurate model and new data for marketers to use to drive better business outcomes.

The Challenge: Bringing Creative Data into the MMM Equation

Traditionally, Marketing Mix Modeling has focused on measurable variables such as budget allocation, omnichannel impact, and audience targeting. However, the actual creative—the images, text, messaging, and design elements that form the core of every campaign—has remained a blind spot. Many marketers have long suspected that creative quality is a significant driver of campaign success, yet it was difficult to validate its impact using standard measurement approaches.

Objective Platform recognized that, with the availability of granular, AI-powered creative quality data, creative quality no longer has to be a blindspot in MMMs. They set out to integrate creative quality into their MMM solution for a global FMCG brand, aiming to improve model accuracy and offer brands better insights. Vidmob’s role in this project was to provide objective creative quality scores for the brand’s global campaign across multiple channels. These scores were based on adherence to custom creative guidelines and offered a tangible measure of quality.

How We Did It: Bringing MMM + Creativity Together

1. Gathering and Structuring the Data
The first step was to dive deep into past campaign data to understand the performance drivers for the brand. Vidmob’s AI-powered platform analyzed creative assets across key digital channels ranging from social media to display advertising. Once these drivers were uncovered, they were translated into a binary rule that assets could easily be scored against. For example, was the brand logo in the first 3 seconds? Did assets start with showcasing the product? 

After custom rules were established, each asset was automatically assigned a creative quality score based on how well it adhered to the list of guidelines.

2. Incorporating Creative Scores into MMM
With the data in hand, Objective Platform took the creative quality scores and integrated them into eight different model configurations. The goal was clear: determine—specifically—how much creative quality influenced campaign performance across different channels. By doing so, the models could account for creative effectiveness as a critical factor in driving campaign success.

This innovative integration allowed the teams to assess how creative assets performed relative to traditional media metrics. It also enabled brands to see a clearer picture of how creative decisions impacted overall campaign effectiveness—providing an evidence-based foundation for future creative investments.

Key Takeaways

The case study produced some compelling insights that have significant implications for marketers:

1. Creative Quality is Quantifiable and Actionable
   Incorporating creative data into Objective Platform’s MMM framework proves that creative quality directly impacts campaign performance. This means that creative and media decision-making can shift from a subjective art to a data-driven process, enabling brands and agencies to optimize their creative assets before launch and reduce wasted spend.

2. High-Quality Creatives Drive Business Results Across Digital Platforms
   The numbers are clear: on platforms like TikTok, high-quality creative delivered 36% more Top of Mind Awareness and 28% more sales. In stark contrast, low-quality creative not only underperformed but in some cases resulted in a 47% decline in Top of Mind Awareness. Across all channels, the decline from low-quality creatives outweighed the incremental gains from high-quality ones, underscoring the cost of poor creative execution.

3. Channel Sensitivity to Creative Quality Varies
   Some channels—like TikTok and Meta—are highly sensitive to creative quality, while others like Pinterest still benefited from high-quality creative, but exhibited more moderate sensitivity. Recognizing these nuances helps brands tailor their creative strategies for maximum impact on each platform.

4. Creative Insights Enhance Attribution Accuracy
   By adding creative quality data to the MMM framework, the attribution models became more granular and accurate. This is particularly valuable for channels that were previously underrepresented (like TikTok), allowing brands and agencies to allocate budgets more effectively based on real creative impact.

5. There’s Now a Blueprint for Smarter Creative Planning
   The findings empower marketers to develop a robust creative data strategy. With measurable insights, brands can validate, optimize, and continuously improve their creative assets and media allocation accordingly—ensuring that every campaign is built on a foundation of proven creative effectiveness.

The Future of Marketing Mix Modeling Includes Creative Data

The integration of Vidmob’s creative data into Objective Platform’s MMM framework marks a significant milestone for marketing analytics. This partnership and the resulting case study provide definitive proof that creative quality can—and should—be measured. Creative quality is not a subjective element anymore; it is both measurable and predictive, and it is one of the most powerful levers for driving advertising success.

By embracing creative data, brands can move beyond gut instincts and make evidence-based creative decisions that lead to real, measurable results. This is the future of measurement—where creativity and data science come together to power smarter, more effective strategies. As the industry continues to evolve, the convergence of creative insight and quantitative measurement in MMM will become an essential tool for any brand or agency looking to optimize their marketing efforts and stay ahead in a competitive landscape.

Read the full Vidmob & Objective Platform case study to learn how a global CPG brand improved campaign ROI by integrating creative data. Download the full case study.