Targeting, bidding, and budgeting are measured on every media dashboard in the business. Creative is not, even though MAGNA Media Trials and Yahoo! found in 2023 that creative quality accounts for 56% of campaign impact, compared with 44% for media placement.
Kroger set out to close this gap. Working with Vidmob and MMA we tested whether creative performance can be predicted before launch. A year of live campaign data, 1,934 assets across Meta and DV360, fed into a model that predicted conversion performance 81% of the time.
In this session, the Kroger, Vidmob, and MMA team that ran the study will walk through the method, the findings, and the harder question that follows: how a brand turns a one-time analysis into a repeatable creative intelligence system that lives inside the briefing process.
What you will learn:
- How Kroger built and validated a predictive creative model on a year of live Meta and DV360 campaign data, and what statistical bar a guideline had to clear to make the final list
- Why creative that centers relatable human moments beat product-led and transaction-led creative, and where the evidence is strongest by platform
- How to find the share of your own media spend sitting behind low-converting creative, and what the modeling says reallocating it is worth
- How to score creative before launch so fewer low performers reach market, rather than waiting for platform algorithms to sort it out after spend
- What it takes to move from a point-in-time study to an always-on capability: building validated guidelines into briefs, and tying brand investment back to measurable outcomes
