DAIVID, Mortar AI Partner for Unified Campaign Metrics

UK-based marketing intelligence platform Mortar AI has announced a partnership with creative impact specialist DAIVID, promising to bring 'all key campaign metrics' into a single platform.

The firms say creative quality is rarely captured in traditional marketing mix modelling (MMM) measurement, despite being key to the success of a campaign. By quantifying within MMM which emotional drivers statistically influence sales response, advertisers can focus on creative that drives 'measurable commercial lift, not just engagement.'

DAIVID's AI-powered technology is trained using tens of millions of human responses to ads, giving instant, up-front projections of the likely emotional and business impact of their video or display ad. The platform maps creative performance across '39 distinct emotions', alongside metrics including attention, brand recall and brand intent. Combining this with Mortar AI's existing MMM engine, the new offer - to be known as MMM + Creative - allows marketers to measure the effectiveness of creative at scale, using an overall creative effectiveness score to gauge creative profitability.

'For too long, creative has been the biggest driver of effectiveness, and the biggest blind spot in MMM,' states DAIVID CEO Ian Forrester. 'This groundbreaking partnership with Mortar AI changes that. By embedding DAIVID technology, the industry's most reliable and scalable source of creative data, directly into MMM, marketers can finally see which ideas are driving real commercial impact.' Paul Sigaloff (pictured), CCO at Mortar AI, adds: '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.'

Web sites are at www.daivid.co and www.mortarai.com .