Kantar, the world’s leading marketing data and analytics company, has today launched further early-stage creative evaluation capabilities within its LINK portfolio, which predicts how well advertising will build brand predisposition and drive sales. The new capabilities combine survey research, qualitative expertise, and AI-powered analytics to enable marketers to quickly evaluate and nurture early-stage creative ideas.
In today’s constantly changing media landscape, where creative quality is one of the biggest factors influencing advertising profitability, marketers can only afford to spend when they are confident their strategies will deliver results. Kantar has proven that early testing of creative concepts increases the likelihood of short-term sales by up to 15%1. And with LINK’s new capabilities, marketers gain access to consistent insights throughout the creative development process, enabling them to choose the creative routes that will have the best outcomes with confidence and speed.
Within Kantar’s LINK+ creative effectiveness solution, brands can now access fast, simple, flexible, and efficient survey-based insights by screening and nurturing early-stage creative concepts. Smart survey design allows brands to evaluate up to 12 different early-stage creatives, with Kantar using their detailed feedback to shape in-depth diagnostic insights. The tool assesses a range of early-stage creative content types, from initial advertising ideas and concepts to scripts and mood films. This allows advertisers to save time and money by identifying winning creative from the offset, meaning they can maximise their media investment with ads that emotionally resonate with target audiences and meet strategic objectives.
Simultaneously, brands can now access early creative insights within LINK AI, Kantar’s AI-powered creative effectiveness testing tool. This offers predictive results based on Kantar's extensive database of over 80,000 ad tests conducted with real people around the world, providing a quick and accurate assessment of early-stage creative. By predicting advertising performance potential based on simple text-based ad summaries, Kantar helps advertisers quickly explore bolder or more creative routes before any production budget has been committed.
“By combining quantitative insights with AI-powered analysis and qualitative expertise we can deliver the precision and speed needed for informed early-stage creative decisions,” said Duncan Southgate, Global Creative & Media Lead at Kantar. “This gives brands and agencies the confidence to refine ideas iteratively and make data-driven choices that truly move the dial. Our LINK portfolio has always connected creativity to outcomes. These new, agile early-stage capabilities will help marketers screen and nurture their most promising ideas to create world-class campaigns.”
Australian seafood company Tassal was an early adopter of LINK’s new capabilities to identify the best creative route for a new brand campaign. Libby Williams, General Manager of Marketing and Innovation, Tassal, said: “Tassal is an advocate of the power of consumer insight, and we greatly appreciate the elevated, actionable insights LINK delivers for our business. We were delighted to use the innovative LINK capabilities to deep dive into our campaign ideas from the start of the creation process. This provided confidence and empowered us to optimise our ad scripts, maximising the return on our creative investment. As a fast-paced business, we need quick-turnaround insights that can feed into our creative development timeframe. We appreciate Kantar’s continued partnership and continued positive impact in our business through leverage of world class tools”.
The new LINK+ and LINK AI capabilities aimed at supercharging early-stage creative development are now available in Kantar Marketplace, Kantar’s agile market research platform.
In today’s constantly changing media landscape, where creative quality is one of the biggest factors influencing advertising profitability, marketers can only afford to spend when they are confident their strategies will deliver results. Kantar has proven that early testing of creative concepts increases the likelihood of short-term sales by up to 15%1. And with LINK’s new capabilities, marketers gain access to consistent insights throughout the creative development process, enabling them to choose the creative routes that will have the best outcomes with confidence and speed.
Within Kantar’s LINK+ creative effectiveness solution, brands can now access fast, simple, flexible, and efficient survey-based insights by screening and nurturing early-stage creative concepts. Smart survey design allows brands to evaluate up to 12 different early-stage creatives, with Kantar using their detailed feedback to shape in-depth diagnostic insights. The tool assesses a range of early-stage creative content types, from initial advertising ideas and concepts to scripts and mood films. This allows advertisers to save time and money by identifying winning creative from the offset, meaning they can maximise their media investment with ads that emotionally resonate with target audiences and meet strategic objectives.
Simultaneously, brands can now access early creative insights within LINK AI, Kantar’s AI-powered creative effectiveness testing tool. This offers predictive results based on Kantar's extensive database of over 80,000 ad tests conducted with real people around the world, providing a quick and accurate assessment of early-stage creative. By predicting advertising performance potential based on simple text-based ad summaries, Kantar helps advertisers quickly explore bolder or more creative routes before any production budget has been committed.
“By combining quantitative insights with AI-powered analysis and qualitative expertise we can deliver the precision and speed needed for informed early-stage creative decisions,” said Duncan Southgate, Global Creative & Media Lead at Kantar. “This gives brands and agencies the confidence to refine ideas iteratively and make data-driven choices that truly move the dial. Our LINK portfolio has always connected creativity to outcomes. These new, agile early-stage capabilities will help marketers screen and nurture their most promising ideas to create world-class campaigns.”
Australian seafood company Tassal was an early adopter of LINK’s new capabilities to identify the best creative route for a new brand campaign. Libby Williams, General Manager of Marketing and Innovation, Tassal, said: “Tassal is an advocate of the power of consumer insight, and we greatly appreciate the elevated, actionable insights LINK delivers for our business. We were delighted to use the innovative LINK capabilities to deep dive into our campaign ideas from the start of the creation process. This provided confidence and empowered us to optimise our ad scripts, maximising the return on our creative investment. As a fast-paced business, we need quick-turnaround insights that can feed into our creative development timeframe. We appreciate Kantar’s continued partnership and continued positive impact in our business through leverage of world class tools”.
The new LINK+ and LINK AI capabilities aimed at supercharging early-stage creative development are now available in Kantar Marketplace, Kantar’s agile market research platform.