News

MASS Analytics and DAIVID Partner to Enhance Marketing Mix Modelling with AI-Powered Creative Effectiveness Insights

New global deal addresses critical gap in MMM, enabling marketers to measure and maximise creative performance at scale

Barney Worfolk-Smith

Barney Worfolk-Smith

16 Jan 2025

January 16, 2025 – Marketers will be able to measure and optimize the effectiveness of their creative at scale using marketing mix modelling (MMM) through a new global partnership between MASS Analytics, a leading provider of MMM solutions, and creative effectiveness platform DAIVID.

The deal will allow brands and agencies to maximize both the impact of their media and creative investments by integrating AI-powered creative performance insights, including emotional impact, attention and various brand metrics, into their marketing models.

Creative quality is one of the most significant factors in advertising success, accounting for 70% of campaign performance (source: Google’s Media Lab). Yet, measuring and understanding its impact within MMMs remains a challenge. Traditional MMM solutions often struggle to pinpoint the specific impact of creative elements, such as subtle nuances in messaging or emotional tone.

The new strategic partnership combines MASS Analytics’ extensive expertise in analyzing media effectiveness with DAIVID’s AI-powered creative effectiveness solutions to offer advertisers a comprehensive view of campaign performance. Together, the strategic deal will empower marketers with actionable insights into the creative elements driving their results.

Dr. Ramla Jarrar, President and co-founder of MASS Analytics, said: “At MASS Analytics, we have always understood that creative is the beating heart of media performance.  Our partnership with DAIVID is transformative, addressing a critical gap in marketing mix modelling—measuring and optimising creative impact at scale. By integrating DAIVID’s predictive capabilities into our MMM frameworks, we can help our clients enhance ROI and make informed decisions about their creative strategies.”

With brands producing more creative than ever before, DAIVID’s AI-powered platform analyzes videos and images on a mass scale, predicting viewer emotions, attention levels, and potential impact on brand metrics.

Built by combining facial coding, eye tracking and survey data with computer vision and computer listening APIs, DAIVID’s AI models let users know within seconds the emotional and business impact of their video or display ad without the need for audience panels, offering a second-by-second breakdown of how ads perform emotionally and behaviorally.

Ian Forrester, CEO and founder of DAIVID, said: “In today’s content-saturated world, the creative power of an ad can make or break a campaign. Partnering with MASS Analytics allows us to embed our creative insights into a broader marketing performance narrative. Together, we’re equipping brands with the tools to unlock their creative potential and achieve unmatched campaign effectiveness.”

The new global partnership brings:

> Integrated Measurement: MMM enriched with DAIVID’s AI-powered predictions of creative impact;

> Granular Insights: Second-by-second breakdowns of ad performance to help marketers identify and amplify the most effective creative elements;

> Scalable Solutions: Cost-effective and fast tools to evaluate creative performance across multiple channels and formats;

> Data-Driven Recommendations: Clear, actionable insights for improving both creative and media strategies.

Dr. Jarrar added: “MASS Analytics and DAIVID are on a mission to empower marketers to not only measure media impact but also refine the creative strategies that underpin successful campaigns. By combining the science of marketing mix modelling with the art of creative effectiveness, this partnership heralds a new era for data-driven marketing.”

For more information about Mass Analytics, click here.

For more information on DAIVID, click here.

Conclusion

MEDIA CONTACTS

 MASS Analytics – Aziz Ben Haj Yahia – Marketing Lead

Email: aziz.yahia@mass-analytics.com

 DAIVID – David Waterhouse – PR Director

Email: DW@daivid.co

 

About MASS Analytics

MASS Analytics is a global leader in Marketing Mix Modelling (MMM) solutions, empowering businesses to optimise their marketing investments and drive growth.

Through cutting-edge technology and advanced analytics, MASS Analytics provides end-to-end MMM software and consultancy services that help marketers measure the impact of their campaigns, allocate budgets effectively, and achieve measurable ROI.

About DAIVID

DAIVID is a global creative effectiveness platform whose AI-powered solutions help marketers and content creators improve the effectiveness of their ad campaigns at scale.

The global company’s technology analyzes videos and images on a mass scale, predicting viewer emotions, attention levels, and potential impact on brand metrics. DAIVID’s data and insight streams can be used by marketers to measure, benchmark and optimize the performance of their content. The platform can also be integrated into third party ad platforms and marketing models to enhance data accuracy and improve campaign targeting and performance. Clients include Nike, Snapchat and EssenceMediacom.