Dentsu Taps VidMob To Launch Global ‘Attention Economy’ Ad Lab Initiative
As part of its Attention Economy program, which aims at redefining how advertising campaigns are planned, measured, and optimized for attention, dentsu international announced that it has partnered with VidMob to offer new depths of creative intelligence and performance to marketers. VidMob’s Agile Creative Studio will now power dentsu’s Attention Ads Lab, the arm of the program focusing on identifying which ads capture consumer attention. This expanded partnership will support brand campaigns across the entire digital ads landscape including social media, programmatic and OTT/CTV channels.
“This global partnership with VidMob gives us the power to change the way that brands think about creative — ushering in a new era of creative data-powered marketing. We are thrilled to be able to bring this capability to our clients in a scalable and meaningful way and are confident that it will supercharge the great work that we are already doing on their behalf today,” said Clive Record, Head of Global Partnerships, dentsu international.
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VidMob’s unique technology applies computer vision, optical character recognition, and machine learning to tag virtually every visual attribute a viewer encounters in an ad. This data set is then combined with real-time, cross-platform performance metrics to yield deeper insights about the impact the creative’s visuals – such as objects, shapes, words, sentiments, colors, logos – have on view duration, purchases, and other consumer actions. To date, VidMob has tagged over 1.3 billion visual elements across ads that generated more than 1.9 trillion impressions.
“They say, ‘The devil is in the details.’ Our work with Fortune 500 marketers and growth brands has shown this to be true across all digital advertising channels, where even small changes often bring about significant increases in critical KPIs,” said Alex Collmer, CEO, VidMob. “For the past two years, dentsu has led the industry conversation around the importance of attention as a media metric and restructured their organization to empower more synergy and collaboration between media and creative business solutions. Dentsu’s market-leading approach made the decision to partner with them to build better creative solutions for brands a no brainer.
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This global alliance between VidMob and dentsu’s Attention Ads Lab gives marketers a greater understanding of what media and creative variables capture attention, and which are most effective across the interactive marketing landscape. These insights will not only inform brands’ future creative decisions but can also be immediately actioned into data-informed, improved creative in ongoing campaigns. Where needed, participants can directly tap into VidMob’s network of creative experts to seamlessly edit and iterate currently running assets to optimize ads for better business results.
“Research shows that 70 percent of campaign performance is driven by creative. The trick is making sure that every single creative choice is the right one,” said Michael Epstein, Global CEO of Media Brands and Product for dentsu international. “Our dentsu Attention Ads Lab solution powered by VidMob reiterates the Attention Economy research priority of understanding shifting consumer engagement, how creative plays into that formula and how we can help our clients cut through the clutter to drive better business outcomes.”