AI-powered ad testing comes to Kantar Marketplace

24 January 2022

Kantar, the world’s leading data-driven analytics and brand consulting company, today announces that Link AI, its AI-powered ad testing solution, is now available on Kantar Marketplace, its agile market research platform.

Link AI, launched in June 2020, is the first fully AI-powered solution featured on Kantar Marketplace. Already used by clients including Coca-Cola, Google and Unilever, Link AI is a state-of-the-art creative effectiveness solution that reliably predicts a TV ad’s in-market performance within 15 minutes. Link AI was trained using Link, the world’s largest normative advertising database, which consists of over 230,000 survey-enabled ad tests, 10 years of data, and 35 million real human interactions.

The speed and scalability of Link AI makes it possible to test ads for a wider range of scenarios than before; to test competitors’ ads, get feedback on early versions in the creative development process, optimise live campaigns in real-time, or to build an evidence base of ad performance across a sector or market. In 2021, more than 16,000 ads were tested in Link AI.

Launched in mid-2019, Kantar Marketplace offers insights professionals, marketers and agencies the ability to make evidence-based decisions quickly. The automated platform features a range of consumer insights solutions that accelerate business decision-making, whether brands are getting feedback on an idea, developing a new product or launching a campaign. In 2021 Kantar Marketplace:

  • Tested over 13,000 creative, media and brand assets and innovation concepts, up 180% compared with 2020.
  • Served more than 700 clients including Amazon, Audi, PepsiCo, Coca-Cola, Diageo, Johnson & Johnson, Mastercard, Samsung, Reckitt, Vodafone, Walgreens Boots Alliance.
  • Scaled to be available in 65 markets globally.

Will Galgey, Executive Managing Director, Kantar Marketplace, said: “Link AI is a hugely exciting and innovative addition to our portfolio of agile market research solutions. It is a truly market-leading solution, facilitating ad testing at an unprecedented scale. Delivering at incredible speed, combined with the power of the industry’s deepest ad testing database, and available either as self-serve or with optional servicing from Kantar’s expert team, Link AI on Kantar Marketplace should be an indispensable part of any marketer’s toolkit. This is a huge milestone for Kantar Marketplace and for our clients.”

Jane Ostler, Executive Managing Director, Creative and Media, Kantar, added: “We know our clients have wide-ranging needs when it comes to creative testing, which require a mix of human and machine-based solutions. The launch of Link AI on Kantar Marketplace is a real landmark in terms of delivering insights at speed, as well as making it easier than ever to use.”

Find details of Link AI pricing here. As part of Kantar’s ongoing innovation investments, additional AI-powered tools will launch throughout the year including specific solutions for digital video ads.