Kroger used predictive creative scoring to forecast e-commerce conversion before campaigns launch. The method achieved 81% accuracy. Creative aligned with recommendations improved conversion rates fourfold. Reallocating media to higher-scoring assets can double conversions from the same budget. The study analyzed over 1,900 video and image assets from Kroger campaigns. It evaluated creative across messaging, narrative, branding and human interaction. The work ties creative decisions directly to actual sales outcomes. Vidmob and MMA Global partnered with Kroger on the study. Vidmob offers a tool to connect creative performance data to AI assistants. The study builds on a similar effort by Kellanova that used view-through rates as a proxy for sales.
What changed
Creative optimization relied on post-campaign performance data.
What it unlocks
Forecasting e-commerce conversion before launching campaigns and activating media spend.
- 81% forecast accuracy
- 4x improvement in conversion
- >2x conversions from same budget
- 1,900+ video and image assets analyzed
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