Traditional MMM solutions often struggle to pinpoint the specific impact of creative elements, such as subtle nuances in messaging or emotional tone.
Marketers will be able to measure and optimise the effectiveness of their creative at scale using marketing mix modelling (MMM) through a new global partnership between MASS Analytics, a provider of MMM solutions, and creative effectiveness platform DAIVID.
The deal will allow brands and agencies to maximise both the impact of their media and creative investments by integrating AI-powered creative performance insights, including emotional impact, attention and various brand metrics, into their marketing models.
Creative quality is one of the most significant factors in advertising success, accounting for 70% of campaign performance. Yet, measuring and understanding its impact within MMMs remains a challenge. Traditional MMM solutions often struggle to pinpoint the specific impact of creative elements, such as subtle nuances in messaging or emotional tone.
The new strategic partnership combines MASS Analytics’ extensive expertise in analysing media effectiveness with DAIVID’s AI-powered creative effectiveness solutions to offer advertisers a comprehensive view of campaign performance. Together, the strategic deal will empower marketers with actionable insights into the creative elements driving their results.
“At MASS Analytics, we have always understood that creative is the beating heart of media performance,” said Dr Ramla Jarrar, President and co-founder of MASS Analytics. “Our partnership with DAIVID is transformative, addressing a critical gap in marketing mix modelling—measuring and optimising creative impact at scale. By integrating DAIVID’s predictive capabilities into our MMM frameworks, we can help our clients enhance ROI and make informed decisions about their creative strategies.”
With brands producing more creative than ever before, DAIVID’s AI-powered platform analyses videos and images on a mass scale, predicting viewer emotions, attention levels, and potential impact on brand metrics.
Built by combining facial coding, eye tracking and survey data with computer vision and computer listening APIs, DAIVID’s AI models let users know within seconds the emotional and business impact of their video or display ad without the need for audience panels, offering a second-by-second breakdown of how ads perform emotionally and behaviorally.
Ian Forrester, CEO and Founder of DAIVID, said, “In today’s content-saturated world, the creative power of an ad can make or break a campaign. Partnering with MASS Analytics allows us to embed our creative insights into a broader marketing performance narrative. Together, we’re equipping brands with the tools to unlock their creative potential and achieve unmatched campaign effectiveness.”
The new global partnership brings:
- Integrated Measurement: MMM enriched with DAIVID’s AI-powered predictions of creative impact;
- Granular Insights: Second-by-second breakdowns of ad performance to help marketers identify and amplify the most effective creative elements;
- Scalable Solutions: Cost-effective and fast tools to evaluate creative performance across multiple channels and formats;
- Data-Driven Recommendations: Clear, actionable insights for improving both creative and media strategies.
Dr, Jarrar added, “MASS Analytics and DAIVID are on a mission to empower marketers to not only measure media impact but also refine the creative strategies that underpin successful campaigns. By combining the science of marketing mix modelling with the art of creative effectiveness, this partnership heralds a new era for data-driven marketing.”
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