Read Gerry D'Angelo's ANA article, "AI Plots Path for Measurement in the Coming Creative Explosion."
Creative remains one of the most powerful drivers of advertising effectiveness, yet its impact has long been difficult to quantify. As traditional multi-touch attribution (MTA) models falter due to privacy changes, Marketing Mix Modeling (MMM) is making a comeback. However, MMM’s aggregate approach struggles to measure individual creative asset performance—until now. AI advancements enable brands to quantify creative quality, integrating data-driven scores into MMM for more precise attribution.
A recent Vidmob case study demonstrated that incorporating AI-generated creative quality scores revealed how adhering to custom creative criteria drove a 28 percent lift in conversions for a leading global food company's digital ad campaign. The same study showed that creative quality contributed up to a 36 percent lift in top-of-mind awareness. Additionally, using custom criteria led to a 79 percent increase in click-through rates (CTR) compared to standard best practices. These numbers prove that high-quality creative is a critical factor in MMM analysis that cannot be ignored.