MiQ partners with Creatalytics to optimise programmatic video performance

MiQ Australia has partnered with creative analytics company Creatalytics, a new initiative that aims to bring data-driven creative optimisation to programmatic video campaigns.

The partnership will allow MiQ to evaluate and refine video assets across different media platforms, aiming to improve creative performance, increase return on investment and better align creative with platform-specific viewer behaviours.

As video consumption continues to rise across increasingly fragmented environments, many brands still rely on a single piece of creative across all platforms, a strategy that risks wasted spend and reduced campaign impact. Creatalytics addresses this issue with a proprietary tool that assesses creative effectiveness against proven platform best practices and marketing science principles.

Rhianne Wood, MiQ JAPAC head of create, said the collaboration would ensure clients’ video assets are better tailored for each platform. “This partnership will see MiQ bring Creatalytics intelligence to life, refining and optimising video assets to make sure the right creative reaches the right audience, in the right format, at the right time," she said.

Lisa Overall, managing director of Creatalytics, said the partnership would help bridge the long-standing gap between creative strategy and platform execution. "Our foundational partnership with MiQ sees Creatalytics fulfil the role of creative analyst, helping to increase creative impact and improve Return on Creative Investment.”

The announcement comes as MiQ continues to broaden its programmatic capabilities, following the launch of its new electorate targeting solution earlier this month, designed to help brands and political advertisers target voters based on TV consumption habits and local market behaviours.

MiQ ANZ managing director Fiona Roberts (pictured) added the initiative goes beyond activation to deliver the best possible outcomes for clients.

“This expertise couples perfectly with Creatalytics’ techniques in measuring creative effectiveness, ensuring our clients maximise marketing budgets in the most efficient way possible.”