Mortar AI partners with DAIVID to support marketers

Mortar AI has partnered with creative data provider DAIVID to add creative effectiveness measurement to its marketing mix modelling (MMM) product. The move is designed to help marketers assess performance across channels and creative assets in one system.

The partnership integrates DAIVID's emotional response data into Mortar AI's MMM engine. The combined product, branded MMM + Creative, is available within the Mortar AI platform.

MMM has traditionally focused on quantifying the impact of media spend, pricing, promotions and other drivers on sales or revenue. Creative quality often sits outside those models, even though advertisers and agencies treat it as central to performance.

Creative in models

Mortar AI and DAIVID are positioning the integration as a way to bring creative performance measures into the same financial model used to assess media effectiveness. The combined approach aims to quantify emotional drivers and connect them to sales response within MMM.

The updated product produces an overall Creative Effectiveness score, which then influences how the model calculates media performance across channels.

The integration uses DAIVID's measurement framework, which maps creative performance across 39 emotions. Those measures link to metrics such as Attention, Recall and Brand Intent, according to the companies.

DAIVID was founded in the UK by the team behind Unruly and has worked with advertisers including Sky and Boots, the companies said.

Why it matters

Creative quality is widely seen as a major contributor to campaign outcomes, but it is difficult to treat it like spend, reach, frequency, pricing and other variables that feed into modelling. That can make it harder for advertisers to compare creative and media levers in a single view of performance.

In the announcement, the companies cited research from Accelero suggesting creative quality can multiply profitability by up to 12 times. They said excluding creative data from traditional models leaves a gap in how businesses judge what drives results.

Paul Sigaloff, chief commercial officer at Mortar AI, said the missing link has been connecting creative quality to financial measurement. "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," he said.

Mortar AI said its platform is designed to organise and unify marketing data across a range of sources, and that its MMM product aims to reduce the time and manual effort required to build and maintain models.

Sigaloff described MMM + Creative as part of a broader push to unify campaign metrics. "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," he said.

Emotions and outcomes

DAIVID said its approach centres on measuring emotional response to creative and linking that response to commercially relevant outcomes. The company describes the methodology as a way to identify which aspects of a creative asset are more likely to drive behaviour.

Ian Forrester, chief executive officer at DAIVID, said the partnership addresses a split between how emotion and reason are measured in marketing systems.

"Every good marketer knows their customers are driven as much by emotion as reason when it comes to their purchase choices, but most legacy systems only allow us to measure the two things in silos and make decision-making trickier. That's why we're really excited about this partnership with Mortar AI, as it's creating game-changing insights for advertisers which will only serve to improve standards and results globally," he said.

MMM + Creative is intended to help advertisers optimise both creative and media based on commercial impact. Mortar AI said it gives marketers a way to prioritise creative that delivers measurable lift, rather than relying on engagement signals alone.

Mortar AI is Australian-founded and operates as an independent marketing intelligence platform. DAIVID is a global provider of creative data. Both companies said they will focus on bringing creative effectiveness measures into marketing decision-making as marketers push for more unified and timely views of performance.