Lisa Overall.
MiQ Australia today announced a partnership with creative analytics and insights company Creatalytics.
Creatalytics has developed a proprietary tool that evaluates how well creative assets are suited to each media channel.
“This partnership will see MiQ bring Creatalytics™ intelligence to life, by refining and optimising video assets for each platform, ensuring that the right creative reaches the right audience, in the right format, at the right time,” said MiQ JAPAC head of create, Rhianne Wood.
MiQ ANZ managing director Fiona Roberts said MiQ is not just a programmatic expert.
“We also excel in analytics, going beyond activation to deliver the best possible outcomes for our clients,” Roberts said.
“This expertise couples perfectly with Creatalytics advanced techniques in measuring creative effectiveness and ensures we are supporting our clients in being able to maximise their marketing budgets in the most efficient way possible.
“Together, we are perfectly aligning creative and media in a truly data-driven way—turning insight into action and action into measurable impact, helping brands achieve faster, more efficient ROI.”
Lisa Overall, Creatalytics managing director, said the foundational partnership with MiQ sees Creatalytics helping to bridge the gap between creative ideas and platform-fit creative execution.
"We’re relishing the opportunity to support brands and agencies in increasing creative impact and improving their Return on Creative Investment," said Overall.
"We’re delighted to support MiQ's analytics expertise in a new area to bring more rigour, relevance, and results to creative in media.”
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