For decades, marketers have measured media down to the decimal while judging creative largely on instinct. Alex Collmer, founder and executive chairman of Vidmob, has spent nearly a decade trying to change that by turning creative decisions into data.
Collmer explains how creative data can reveal why an ad works, not simply whether it worked, and how brands can measure creative performance against outcomes ranging from brand recall to sales. He also discusses what marketers risk when they hand advertising over to black-box AI systems such as Meta Advantage+ and Google Performance Max, whether generative AI will push brands toward creative sameness, and why proprietary creative intelligence may become an increasingly important source of competitive advantage.
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