LONDON: 2 JUNE: Kantar, the world’s leading marketing data and analytics business, has launched an industry-leading creator measurement framework, developed with input from some of the world's leading advertisers. Part of a suite of advancements in its LINK creative effectiveness solutions, this will help marketers measure and compare creative performance more consistently across formats, channels and markets.
Kantar’s Media Reactions study found that a net 61% of marketers globally plan to invest more in creator content this year. Yet just 27% of creator content currently ties back to the brand, reflecting the challenge of making the right investment decisions in a fast-moving and fragmented landscape. To close this effectiveness gap, Kantar has introduced next-generation creator content testing in LINK AI. With platform-specific benchmarks based on analysis of more than 21,000 pieces of creator content, brands can apply a consistent effectiveness framework across creator content and other assets, and scale creator collaborations without losing control of performance or brand impact.
The Creator Content Effectiveness Framework assesses content across five dimensions that drive creator performance: brand power, sales power, engagement, algorithm favorability and cultural power.
The new capabilities are condensed into a new LINK score, Kantar’s single measure for creative effectiveness. This gives marketers a consistent view of how all creative content performs across channels and formats, so they can manage increasingly complex campaigns and growing asset volumes with confidence.
This simplified effectiveness measure can be embedded into brands’ existing martech platforms so that CMOs and their teams can assess, predict and improve creative effectiveness in the tools they already use to create content. Powered by a new Kantar API, this makes it easier than ever for a whole marketing organization to understand what works in the moment, guiding better decision-making.
Additionally, a new AI‑powered content optimizer for LINK AI guides teams on how to strengthen creative before launch. It produces visualized recommendations for static and video content that put optimization advice into action, to reduce wasted spend and ensure stronger in‑market performance.
Ty Ahmad-Taylor, Chief Product Officer, Kantar, said: “Less than a third of creator content delivers measurable results for the brand, so marketing teams need predictive creator effectiveness measures that actually reveal what works. Otherwise, they risk wasting valuable budget. LINK AI for creator content replaces guesswork with consistent measurement that empowers brands to look past vanity metrics and focus on what drives impact, cultural relevance and growth. Now that LINK plugs straight into the platforms and tools marketers use every day, teams can make faster, smarter creative decisions at every step.”
Kantar’s Media Reactions study found that a net 61% of marketers globally plan to invest more in creator content this year. Yet just 27% of creator content currently ties back to the brand, reflecting the challenge of making the right investment decisions in a fast-moving and fragmented landscape. To close this effectiveness gap, Kantar has introduced next-generation creator content testing in LINK AI. With platform-specific benchmarks based on analysis of more than 21,000 pieces of creator content, brands can apply a consistent effectiveness framework across creator content and other assets, and scale creator collaborations without losing control of performance or brand impact.
The Creator Content Effectiveness Framework assesses content across five dimensions that drive creator performance: brand power, sales power, engagement, algorithm favorability and cultural power.
The new capabilities are condensed into a new LINK score, Kantar’s single measure for creative effectiveness. This gives marketers a consistent view of how all creative content performs across channels and formats, so they can manage increasingly complex campaigns and growing asset volumes with confidence.
This simplified effectiveness measure can be embedded into brands’ existing martech platforms so that CMOs and their teams can assess, predict and improve creative effectiveness in the tools they already use to create content. Powered by a new Kantar API, this makes it easier than ever for a whole marketing organization to understand what works in the moment, guiding better decision-making.
Additionally, a new AI‑powered content optimizer for LINK AI guides teams on how to strengthen creative before launch. It produces visualized recommendations for static and video content that put optimization advice into action, to reduce wasted spend and ensure stronger in‑market performance.
Ty Ahmad-Taylor, Chief Product Officer, Kantar, said: “Less than a third of creator content delivers measurable results for the brand, so marketing teams need predictive creator effectiveness measures that actually reveal what works. Otherwise, they risk wasting valuable budget. LINK AI for creator content replaces guesswork with consistent measurement that empowers brands to look past vanity metrics and focus on what drives impact, cultural relevance and growth. Now that LINK plugs straight into the platforms and tools marketers use every day, teams can make faster, smarter creative decisions at every step.”