Kay Vizon
Media Director, Kroger, MMA Media & Data Board Chair
Anne DiFilippo
Director of Marketing Strategy, Kroger
Alex Collmer
Founder & Executive Chairman, Vidmob
Vassilis Bakopoulos
SVP, Head of Industry Research, Marketing + Media Alliance
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 we could predict creative performance 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
