VidMob building ‘API for creativity’ that uses first-party data to fine tune video ad elements

VidMob has raised $25 million in its latest round of funding. The company said it will use the money to further develop its Agile Creative Studio, an API platform that curates first-party creative data to offer insights for optimizing video ad campaigns.

Why we should care

VidMob’s Agile Creative Studio employs, what the company defines as, first-party creative data to identify the creative assets within a video ad that yield the strongest performance. VidMob’s technology uses machine learning to analyze video ads and then uses that data to modify video ads in real-time so that they deliver more of an impact.

“The ad actually actually improves over time through this iterative process of creating and learning,” VidMob CEO Alex Collmer told TechCrunch. He said the company is trying to build what it thinks of as an API for creative, “Today, that friction point is frequently with our platform partners, with the Facebooks and Snaps, but we see it expanding to other areas where you see imagery as the central point of communication.”

The company’s video creation, analytics and optimization tools are designed for social video advertisers. VidMob is a certified creative partner with all of the major social networks, including Facebook, YouTube, Snapchat, Twitter, Pinterest and LinkedIn. With more money to put toward its Agile Creative Studio technology, it will be able to offer advertisers a more comprehensive platform for their video advertising efforts.

More on the news

• VidMob’s Agile Creative Studio platform is still in beta, but the company reports it has already analyzed more than 280,000 ad assets using the technology.
• This Series B funding was led by BuildGroup, with additional investments from Acadia Woods, Herington LLC, Interlock Partners, Macanta Investments, LP’s of Manifest and You & Mr. Jones.
• VidMob has now raised a total of $45 million since 2015 when it raised $2 million in seed funding to build out at marketplace for video editing professionals.

About The Author

Amy Gesenhues

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for MarTech Today, Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.