AUCKLAND, Today: Creative performance is stepping into the measurement spotlight, as Mortar AI teams up with DAIVID to plug creative effectiveness directly into Marketing Mix Modelling.
The partnership brings emotional response data into MMM, helping marketers finally factor creative quality into performance analysis instead of treating it as a separate metric.
Research has long shown strong creative can multiply profitability up to 12 times, yet traditional models rarely capture its impact.
DAIVID’s tech measures 39 emotional responses and links them to predictors like Attention, Recall and Brand Intent, showing which creative elements actually move sales.
“We’re on an exciting journey at Mortar AI to help businesses unify the data that matters to get real insights and make better decisions with their marketing investment.” – Paul Sigaloff, Chief Commercial Officer, Mortar AI
Built on Mortar AI’s existing system, MMM + Creative delivers a single effectiveness score that influences how media performance is calculated across channels. That means advertisers can optimise creative and media together, rather than analysing them in isolation.
Paul Sigaloff, Chief Commercial Officer, Mortar AI said, “We’ve always known the quality of creative has a significant impact on campaign effectiveness, but what’s been largely missing is the intelligence infrastructure to connect it to the financial model to help generate really useful insights.
“We’re on an exciting journey at Mortar AI to help businesses unify the data that matters to get real insights and make better decisions with their marketing investment.
“MMM + Creative is the latest step on our journey to take this crucial data out of silos and unify it in a decision-making platform advertisers can actually use in real-time.”
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