Vidmob, The Creative Data Company, has today announced the launch of The Aperture, its new proprietary, differentiated technology that will provide marketers with a structured framework to assess creative parameters and their impact on performance. The technology can decode tens of thousands of creative decisions into measurable elements and contextualize those elements into categories that are essential for marketers to understand, such as production level, storytelling, and tone.
The Aperture helps advertisers go beyond a surface-level understanding of advertising effectiveness, and uncovers which creative decisions drive performance. The Aperture will help answer questions such as whether and why their influencer content is working, if subtle branding is as effective as overt branding, or if a problem-solution story arc or testimonial drives more conversions.
“We’re incredibly proud of The Aperture, it gives marketers the essential data framework needed to measure and decode creative impact, and we believe it will be essential for driving the success of future campaigns,” commented Alex Collmer, CEO, Vidmob. “While other tools on the market can provide tags, The Aperture delivers an additional layer of marketing context and creative intelligence that can help marketers harness the power of creativity,” he added.
Tom Saunter, SVP, Global Head of New Solutions at WPP Media, agrees with the impact The Aperture can have on marketing effectiveness. “At WPP Media, as experts in creative intelligence, our analyst teams have historically combined data from multiple AI sources to generate the insights we need - but the latest evolution of Vidmob’s Aperture changes that. Its expanded taxonomy brings a new level of depth and structure, making it the most complete creative dataset we’ve worked with. It offers a richer palette for creative understanding, enhances explainability of media performance, and integrates seamlessly with the advanced AI scoring and analytics systems we’re activating for WPP clients.”
The Aperture has taken shape based on feedback from a wide range of partners and customers. In recent months, Vidmob has worked closely with a core group of partners to refine and expand the framework to 22 different categories—each designed to support smarter decision-making across the platform. These new elements can be used to uncover insights, define brand-aligned criteria, and enhance GenAI-powered creative production. These advancements lay critical groundwork for more effective and intelligent creative development at scale.
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About Vidmob
Vidmob is The Creative Data Company. Its scoring software and analytics have become an essential ingredient in the creative and media decisions of the world’s largest marketers and agencies, as they drive business results through improved creative effectiveness. As the industry leader in creative data, Vidmob’s influence lies in its partnerships and integrations across the digital ad ecosystem, its dozens of proprietary models, and in the most robust design and AI human-reinforcement of its kind.
A portion of every dollar Vidmob receives is used to fund pro bono creative services for non-profits through its 501(c)(3) Vidmob Gives. The company has received over $200 million in venture funding, backed by industry leaders like Adobe, and has received numerous awards including Digiday’s Most Innovative Technology Award, IMA’s Platform of the Year, and Ad Age’s Best places to Work. Learn more about Vidmob at www.vidmob.com and Vidmob Gives at www.vidmob.com/vidmob-gives