Creative Testing and Optimisation
Build stronger campaigns and supercharge the impact of your media investments
You need to develop ads that capture attention, drive predisposition and deliver ROI across markets, media formats, and channels. LINK creative development, testing and optimisation solutions provide a unified approach to content development, supported by industry-leading IP, technology, and brand measurement, so you can act with total confidence.
Kantar’s creative expertise is underpinned by the world’s largest ad testing database of 260K ads, allowing you to benchmark across countries and your category.
Research carried out in partnership with WARC shows that the best ads, as measured by Kantar’s LINK testing, can achieve 4X long-term return on your marketing investment.
Act with speed and confidence, with AI performance predictions in as few as 15 minutes and survey-based insights in as few as 6 hours.
The most powerful way to make creative work
LINK+ on Kantar Marketplace is the most powerful, flexible survey-based solution for evaluating and optimising ads. It brings together the speed of automation with the ability to tailor your project, so you get insights in as few as 6 hours.Take the guesswork out of advertising ROI
LINK AI on Kantar Marketplace is a powerful, artificial intelligence-based tool for testing your digital, TV, print and outdoor advertising. It’s designed for speed and scale and backed by the extensive LINK norms database, so you get decision-quality insights you can trust.The most powerful way to nurture creative ideas
LINK qualitative approaches provide early-stage creative development.They help you inspire, develop and finetune, culturally relevant creative experiences which connect to your brand and audience expectations.
Optimise early creative ideas and concepts with real-time qual at quant scale
How do you explore emotional reactions and shape early creative before investing further?Kantar Live brings together the richness of qualitative insight with the speed and scale of quant in a live, expertly moderated session. With AI-powered analysis, tailored discussion guides, and post-session debriefs, you get a clear view of what consumers think, feel and do so you can make confident decisions grounded in real human perspectives and cultural context.
Best suited for when you want to elevate the qualitative voice of the consumer in early-stage creative development, Kantar Live helps you assess emotional responses, understand what your creative is really communicating, and identify where to refine before moving into the next stage of development or further testing.
Client Case Studies
Kantar Creative Effectiveness Awards
Discover the most creative and effective ads from 2024, and learn how to predispose more people to connect with your brand.
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Ad testing on Kantar Marketplace
Evaluate TV, storyboard, digital, print and outdoor advertising with agile ad testing solutions. Make confident, data-driven decisions about what works, how much to spend and how to optimise your creative.
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