Vungle Creative Labs is a new venture that will combine the talents of a London-based group of artists, filmmakers, designers and interactive specialists to create mobile ads for paying clients.

Speaking to GamesBeat, Vungle’s co-founder and CEO Zain Jaffer said that the service will be offered to “our most premium advertisers,” and will combine art with scientific data to increase downloads and engagement.

Vungle Creative Labs will combine production, testing, optimization, data science, and creative for premium advertisers and publishers tailored around the user.

Cherry picking

“This is a very high-hanging fruit,” he said.

“It‘s reliant on data. Others can’t compete with us on creative DNA. We produce creative trailers.

“We have a lot of tech and intellectual property. We want to ingest data and optimize creative. That’s very hard to do. I think it will create a huge distance between us and our competitors.”