Mortar AI has announced a partnership with global creative data provider DAIVID, bringing creative effectiveness measurement directly into its Marketing Mix Modelling platform in a move designed to address a longstanding gap in marketing analytics.
The Sydney-based marketing intelligence platform said the collaboration aims to unify media and creative performance within a single decision-making system.
Closing the creative gap in MMM
Creative quality has long been recognised as a major driver of campaign performance. An Accelero study cited by Mortar AI suggests strong creativity can multiply profitability by up to 12 times.
However, traditional MMM approaches rarely account for creative impact in a structured way.
The new MMM + Creative solution integrates DAIVID’s emotional measurement framework into Mortar AI’s existing MMM engine.
By quantifying which emotional drivers statistically influence sales response, advertisers can prioritise creatives that deliver measurable commercial lift, rather than focusing solely on engagement metrics.
DAIVID maps creative performance across 39 distinct emotions and links those to predictive commercial measures such as Attention, Recall and Brand Intent.
Unified creative and media optimisation
Within the Mortar AI platform, MMM + Creative generates an overall Creative Effectiveness score that directly influences how media performance is calculated across channels. The goal is to enable advertisers to optimise both creative and media investment in tandem.
Paul Sigaloff
Paul Sigaloff, CCO at Mortar AI, said the integration addresses a long-standing infrastructure gap.
“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,” Sigaloff said.
“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.”
Ian Forrester
DAIVID CEO Ian Forrester said the partnership bridges the divide between emotional insight and financial measurement.
“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,” Forrester said.
“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.”
MMM + Creative is available now within the Mortar AI platform.
Top Image: Mortar AI