• by Larissa Faw , November 9, 2020

Dentsu is partnering with VidMob to introduce a new measurement solution designed to track creative effectiveness across digital channels.

According to Stephanie Bohn, Global Chief Brand Officer, VidMob, the agreement “confirms the importance of actionable creative analytics in the success of marketing initiatives.”

Under the deal, VidMob’s Agile Creative Studio will be synced up with dentsu’s Attention Ads Lab, which focuses on identifying the degree to which ads capture consumer attention. Dentsu client will now be able to measure engagement levels of creative details like objects, emotional sentiment, weather, colors, on-screen copy, call to action buttons, v/o, text density, ad format and duration and even the direction of a model’s gaze.

With VidMob's technology clients can measure the impact of logo placement on ad click-through, as well as measure the degree to which music choice influences view duration. It can even track the connection between on-screen facial expressions and purchase conversion.   

This partnership will support brand campaigns across social media, programmatic and OTT/CTV channels.

These insights will not only inform brands’ future creative decisions but can also be used to immediately tweak ongoing campaigns, the companies say.

Talks of a possible deal originated at CES 2019 and conversations followed about the Attention Ads Lab project, explains Bohn. “VidMob's creative intelligence tech was a natural fit for what dentsu was setting out to do and things fell into place fairly smoothly. Several brand clients have expressed enthusiasm about the partnership.”