Vidmob, a provider of creative data solutions, and Objective Platform, a specialist in holistic marketing measurement, have announced a strategic partnership to bring creative data into Marketing Mix Modeling (MMM).

By integrating Vidmob’s creative data into Objective Platform’s advanced MMM framework, brands can make more informed, data-driven decisions about both their media allocation and creative strategies. Until now, MMM has traditionally focused on quantifying the effectiveness of media spend across various channels, but creative has been left out of the equation.

Vidmob and Objective Platform recently collaborated with a global FMCG brand, where incorporating creative data into MMM modeling revealed a direct correlation between creative quality and performance. Results highlighted how standard platform guidelines can be elevated to a tailored approach, customised for each brand, with high-scoring creative assets for TikTok delivering a 36 per cent boost in Top of Mind Awareness and 28 per cent more sales, while low-quality creative negatively impacted these metrics.

“Vidmob is thrilled to partner with Objective Platform to bring greater accountability and intelligence to creative decision-making,” said Alex Collmer, CEO at Vidmob. “Creative quality has long been treated as a subjective art rather than a measurable driver of business performance. This partnership enables brands to see, in concrete terms, how creative execution impacts key business outcomes.”

The integration allows marketers to incorporate Vidmob’s creative quality scores—which represent adherence to data-driven, custom creative guidelines for each marketer—into Objective Platform’s MMM models.

Melle Staelenberg, CEO of Objective Platform, added: “Understanding the impact of creative is essential for a complete view of media performance. By integrating creative intelligence into our MMM framework, we enable brands to connect creative and media effectiveness with greater precision and accountability. Our partnership with Vidmob marks the next step in our strategic roadmap, paving the way for more results-driven, high-impact marketing decisions.”

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Tags: tiktok, vidmob