Mortar AI, the marketing intelligence platform for modern marketers, has partnered with creative data provider DAIVID to integrate creative effectiveness into its Marketing Mix Model (MMM), unifying all key campaign metrics within a single platform.

Creative quality is consistently proven to drive campaign success, multiplying profitability by up to 12 times, according to a study by Accelero. However, it is rarely captured in traditional MMM measurement. By quantifying which emotional drivers statistically influence sales response within MMM, advertisers can prioritise creative that drives measurable commercial lift, not just engagement. 

The ad industry’s most reliable and scalable source of creative data, DAIVID’s AI-powered technology does just that. Trained using tens of millions of human responses to ads, 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.

Its platform maps creative performance across 39 distinct emotions alongside commercially predictive metrics including attention, brand recall and brand intent. 

Powered by Mortar AI’s existing MMM engine, MMM + Creative provides marketers with the ability to measure the effectiveness of creative at scale, using an overall creative effectiveness score to gauge creative profitability.

Founded by the team behind ad tech platform Unruly, DAIVID has developed the globally recognised DAIVID 39 framework. Used by global advertisers including Sky and Boots, it goes beyond measuring whether creative works to uncover the emotional drivers that make it effective. DAIVID’s insights consistently show the critical role of emotional connection in driving marketing success.

Ian Forrester, CEO at DAIVID, said: "For too long, creative has been the biggest driver of effectiveness, and the biggest blind spot in MMM. This groundbreaking partnership with Mortar AI changes that. By embedding DAIVID technology, the industry’s most reliable and scalable source of creative data, directly into MMM, marketers can finally see which ideas are driving real commercial impact. It’s a powerful step toward truly unified marketing intelligence."

Paul Sigaloff, CCO at Mortar AI, said: "We’ve always known the quality of creative has a significant impact on campaign effectiveness, but what’s been largely missing is the intelligence infrastructure to connect it to the financial model to help generate really useful insights."

"We’re on an exciting journey at Mortar AI to help businesses unify the data that matters to get real insights and make better decisions with their marketing investment. MMM + Creative is the latest step on our journey to take this crucial data out of silos and unify it in a decision-making platform advertisers can actually use in real-time." 

Mortar AI is a marketing technology platform with a range of solutions designed to help marketers organise and unify their data. Its leading MMM engine has emerged as a trusted source of truth for many leading brands and media businesses, speeding up a traditionally slow and manual process to give marketers and agencies real-time overviews of their marketing campaign performance. 

MMM + Creative is available now within the Mortar AI platform. For more information, visit here.