Vidmob Launches Ad Assessment Framework 'The Aperture'

'Creative Data Company' Vidmob has launched The Aperture, a framework helping marketers to assess creative parameters and their impact on performance. The tech decodes creative decisions into measurable elements and contextualizes them in categories such as production level, storytelling and tone.

Vidmob's scoring software and analytics help major agencies and marketers produce creative, measure and optimize its performance across the major digital advertising platforms, 'turning every creative decision into measurable data'.

The Aperture promises to dig deeper into the drivers of advertising effectiveness, answering questions such as whether and why influencer content is working, whether subtle branding is as effective as overt branding, or whether a problem-solution story arc or testimonial drives more conversions. The solution has been developed using feedback from a wide range of partners and customers, and refined with a core group over recent months to select 22 different categories, each designed to support smarter decision-making across the platform.

CEO Alex Collmer (pictured) comments: 'We're incredibly proud of The Aperture. It gives marketers the essential data framework needed to measure and decode creative impact, and we believe it will be essential for driving the success of future campaigns. While other tools on the market can provide tags, The Aperture delivers an additional layer of marketing context and creative intelligence that can help marketers harness the power of creativity'. Tom Saunter, SVP, Global Head of New Solutions at WPP Media, says Aperture's 'expanded taxonomy brings a new level of depth and structure, making it the most complete creative dataset we've worked with.' He adds: 'It offers a richer palette for creative understanding, enhances explainability of media performance, and integrates seamlessly with the advanced AI scoring and analytics systems we're activating for WPP clients.'

Web site: www.vidmob.com .