Marketers are navigating a new era of accountability—where every dollar, decision, and data point is under the microscope. Traditional Marketing Mix Models have helped explain what drives results, but not why. The creative itself—the biggest driver of performance—has remained a black box. Until now.
In partnership with industry leaders from Meta, Kantar, Ekimetrics, Objective Platform, Analytic Edge, and Ebiquity, Vidmob set out to uncover the answer. The research found:
- AI now enables creative measurement at scale—transforming how marketers understand and optimize ROI.
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Integrating creative data improves MMM accuracy and unlocks actionable insights.
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Advertisers are rapidly shifting to include creative quality in their measurement frameworks, driven by AI advancements and growing recognition of creative’s role in ROI.
This is the next evolution of marketing measurement.
