# VidMob Financial Model

VidMob is an AI-powered creative intelligence platform that helps marketers, agencies, and platforms improve ad performance through data-driven creative analytics, production workflow, and scoring.

- Canonical: https://finamodel.com/startups/vidmob
- Excel download: https://finamodel.com/startup-models/vidmob.xlsx
- Category: Marketplace
- Model type: Marketplace / GMV
- Funding round: Series D
- Funding: $110M
- Founded: 2022
- Geography: Global (clients across North America, Europe, Latin America based on logo grid) [DECK slide 9]
- Customer: B2B

## About the company

VidMob is a creative-intelligence platform that helps marketers improve advertising performance through analytics, workflow, scoring, automation, and a managed creative network. It combines software tools with access to creative talent and data-driven production services.

The company served more than 300 enterprise customers and had analyzed 14.4 trillion impressions and six million creative assets. Its commercial structure is primarily SaaS for the analytics and workflow platform, with variable marketplace or managed-service fees for creative work delivered through its network.

The model separates enterprise ARR from creative-network revenue. Customer additions, contract value, expansion, retention, and module adoption build subscription revenue; projects, average spend, and network margin build services income. Sales capacity, cloud and data costs, creative-talent supply, and customer ROI determine operating leverage.

## What's included

- 5-year monthly revenue build with stage-appropriate growth assumptions
- Full P&L, headcount plan, and operating-expense schedule
- Cash-flow statement, runway, and burn-rate tracking
- Valuation via exit multiple with a DCF cross-check
- Returns analysis with MOIC and IRR
- Unit economics including CAC, LTV, payback, and cohort retention

## Product & value proposition

Five-module platform:
1. **Creative Analytics** - data solution; measures creative element performance across channels
2. **Creative Studio** - workflow technology for creative production
3. **Creative Scoring** - scoring system to enforce creative standards
4. **Creative Network** - managed marketplace to source and scale creative talent
5. **Creative Automation** - automated variation generation at scale

Core claim: creative responsible for 70% of digital ad performance; VidMob focuses on this vs. the 30% (targeting) that the rest of ad tech addresses. Clients see 2–5x KPI improvements. >75% improvement in lift when creative data applied.

Unique moat: badged as creative marketing partner of every major digital ad platform (Facebook/Meta, Instagram, Twitter, Snapchat, Pinterest, TikTok, LinkedIn, Hulu, YouTube, Amazon). Data flywheel: 14.4 trillion impressions analyzed across 6 million creative assets.

## Revenue model

Not explicitly stated in deck. Inferred from product structure:
- SaaS subscription for platform access (Creative Analytics, Studio, Scoring, Automation)
- Marketplace/managed services fees for Creative Network (talent marketplace; likely take-rate or per-project fees)
- Possible platform partnership data fees

Customer base: 300+ companies, including Fortune 500 brands (Netflix, L'Oréal, Pfizer, JPMorgan, AT&T, Adidas, NFL, Johnson & Johnson) and major agencies (dentsu, BBDO).

## Traction & metrics

- 300+ enterprise clients globally
- 14.4 trillion impressions analyzed
- 6 million creative assets analyzed
- NFL case study: +107% CTR, +262% Engagement Rate, +424% Video Completion Rate, +40% improvement in Cost Per View
- Ulta case study: 2x lift in ROAS
- ZX Ventures case study: +30% engagement
- >75% improvement in lift when creative data applied

No revenue, ARR, growth rate, or retention figures disclosed.

## Competition / moat

Moat stated as:
- Only company badged as creative marketing partner of every major modern digital ad platform
- Proprietary creative intelligence data (14.4T impressions / 6M assets - large data flywheel)
- AI/ML models trained on cross-platform creative performance data
- Ad Age Best Places to Work + Digiday Technology Awards Winner

No named competitors shown in deck.

## Recommended financial model

- **Archetype + why:** SaaS ARR model with a managed-services / marketplace revenue layer. VidMob has two distinct revenue streams: (1) platform SaaS subscriptions (Creative Analytics, Studio, Scoring, Automation), and (2) Creative Network marketplace fees. The ARR model is primary; marketplace adds a variable/transactional revenue line.
- **Forecast horizon & granularity:** 5-year annual model (2023–2027), with Year 1 broken into monthly for cash-flow and burn visibility. Series D implies scaling phase - 5 years appropriate.
- **Key drivers & assumptions:**
  - Starting customer count: 300+; model from ~320 customers
  - Net revenue retention (NRR): ~115–120%
  - New logo growth rate:
  - Gross margin on SaaS:
  - Gross margin on Creative Network (marketplace):
  - Revenue mix:
  - S&M as % of revenue:
  - R&D as % of revenue:
  - G&A as % of revenue:
  - Churn rate:
- **Scenarios (Base / Bull / Bear - which variables flex):**
  - Bear: New logo growth slows to 15%, NRR at 105%, ACV compression as market softens
  - Base: 30–35% new logo growth, NRR 115%, ACV stable
  - Bull: Accelerated platform partner referrals drive 50%+ new logo growth, NRR 125%+ via module expansion, marketplace take-rate improves
- **Required sheets / outputs:**
  - Assumptions (all drivers centralized)
  - ARR Bridge (new, expansion, churn, contraction waterfall)
  - P&L (IS) - split SaaS vs. marketplace revenue lines
  - Headcount plan (sales, CS, R&D, G&A)
  - Cash Flow / Runway (important at Series D to show path to profitability)
  - Unit Economics summary (ACV, CAC, LTV, payback period)
  - Dashboard - ARR, NRR, logo count, gross margin, burn, runway

## Frequently asked questions

### Is the VidMob financial model free?

Yes. The VidMob model is a free Excel download with live formulas.

### Can I change the assumptions?

Yes. The workbook is editable and its live formulas recalculate when assumptions change.