Partners Launch Creative Data 'Backbone'

Ad impact forecasting specialist DAIVID has partnered with CreativeX to launch Datalink, a 'backbone' framework designed to connect attention, emotion, brand recall and other 'creative data' in a single dashboard. Other partners include Kantar and attention expert Amplified.

Launched in mid-2022, CreativeX focuses on helping marketing and consumer insights teams define, measure and scale the creative element of marketing activities, and understand how it impacts on sales. DAIVID, launched a few months earlier by former Unruly exec Ian Forrester, provides human-trained, AI-powered technology which analyses video and image content to predict creative attention, response across 39 emotions, and impact on brand metrics.

Other partners in the new initiative are Kantar Link AI - contributing data on brand impact and creative effectiveness; Adverteyes - which enables marketers to scale ad effectiveness; Dragonfly.AI, which delivers real-time insights and 'scientifically proven' AI-driven recommendations; and Amplified, purveyor of human-verified attention measurement in real media contexts.

The partners say current data sources remain disconnected, with brands switching between dashboards to gather creative intelligence, and losing both speed and functionality. Datalink provides the connective infrastructure for the whole system.

'By combining DAIVID's attention, emotion, brand recall and next step intent signals with CreativeX's creative quality signals, we're providing a top-to-bottom window into creative effectiveness,' states Forrester. 'In one place, you can identify the best creative for each platform, know which are the most effective, and understand specifically why they are the most effective.'

Anastasia Leng (pictured), Founder & CEO of CreativeX, comments: 'Marketers today have more creative data than ever before, but it's trapped in silos, disconnected, and deeply inactionable. Our new Datalink infrastructure gives this data a backbone. By connecting best-in-class sources of creative intelligence through one interoperable system, we're turning creative data from a series of snapshots into a living network that drives real business decisions, built for the speed and scale of the AI era.'

Web sites: www.creativex.com and www.david.co .