Intelligent Creative Revolution

AI programs have aced objectivity: identifying colors, the presence of humans and more. But subjective AI observations remain a dream — one that Jill Gray, EVP of global client solutions, hopes to realize. “Advertising is more than a string of objects: Is the key message emotional? How is the story told? What does the sum of the parts really mean?” she said. VidMob aims to provide insights on the elements that make up a larger creative strategy. “We love projects like this: We’re pioneering intelligence that delivers the fastest path to impactful creative for our clients,” Gray said.

CEO Alex Collmer does’t just see VidMob as a salve to the “creative friction underlying complex communications” like video and AR — he sees it as a vessel for generosity. The martech’s foundation, VidMob Gives, has donated free creative collateral and intelligence technology to hundreds of non-profit organizations. Collmer looked beyond cutting checks for a way to create meaningful impact with VidMobbers, and only asked for one thing in return: measurability. “We donate technology and labor, but we ask that they measure and share the results so that we continue to improve,” said Collmer.