Vidmob and Objective Platform Announce Strategic Partnership to Integrate Creative Data into Marketing Mix Modeling

New York, NY & Amsterdam, NL, March 17, 2025 – Vidmob, the leading provider of creative data solutions, and Objective Platform, a leader in holistic marketing measurement, today announced a strategic partnership to bring creative data into Marketing Mix Modeling (MMM). This collaboration marks a major step forward in providing marketers with a more comprehensive view of the impact of their marketing investments, including creative quality. 

By integrating Vidmob’s creative data into Objective Platform’s advanced MMM framework, brands can make more informed, data-driven decisions about both their media allocation and creative strategies. Until now, Marketing Mix Modeling has traditionally focused on quantifying the effectiveness of media spend across various channels, but creative—the single most important driver of ad performance—has been left out of the equation. 

Vidmob and Objective Platform recently collaborated with a global FMCG brand, where incorporating creative data into MMM modeling revealed a direct correlation between creative quality and performance. Results highlighted how standard platform guidelines can be elevated to a tailored approach, customized for each brand, with high-scoring creative assets for TikTok delivering a 36% boost in Top of Mind Awareness and 28% more sales, while low-quality creative negatively impacted these metrics. Read the full case study here.

“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.”

The integration allows marketers to incorporate Vidmob’s creative quality scores—which represent adherence to data-driven, custom creative guidelines for each marketer—into Objective Platform’s sophisticated MMM models. This work showcases how creative quality can be quantified, benchmarked, and integrated into data-driven strategies to maximize marketing ROI.

Melle Staelenberg, CEO of Objective Platform, on the collaboration: “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.”

Creative data exports are now available to Vidmob enterprise customers as part of an expanding suite of creative data solutions. To learn more, visit https://vidmob.com/creative-data-api-exports.

About Vidmob
Vidmob is the leading provider of creative data solutions, helping brands optimize their advertising performance by turning every creative decision into measurable data. By combining cutting-edge AI with human expertise, Vidmob empowers brands to enhance advertising effectiveness and build long-term brand equity.

Vidmob’s approach to using creative data drives brand consistency, reduces creative and media waste, and increases overall business performance across the funnel. The company has received over $210 million in venture funding, backed by industry leaders like Adobe, and has been recognized with awards including Ad Age’s Best Places to Work and Digiday’s Most Innovative Technology Award.

A portion of every dollar Vidmob receives helps provide access to technology through product donation and technology education through its 501(c)(3) Vidmob Gives.

About Objective Platform
Objective Platform is Europe’s leading MMM SaaS platform, making it easier for companies to track and optimize their omnichannel media investments. By harnessing the full potential of available data sources, marketing measurement models offer a holistic view across digital and traditional media without sacrificing granular information. As a result, advertisers gain strategic and tactical insights to support budget allocation across time periods, campaigns and channels, resulting in sales uplifts of up to 20%. 

Objective Platform also helps brands and advertisers adapt to data restrictions imposed by cookie and privacy regulations. Its configurable econometric models and flexible data pipeline tools can be tailored to specific business needs.