Kantar Unveils Link AI Creative Effectiveness Measure

Kantar has launched Link AI, a fully-automated, artificial intelligence-powered tool to measure and predict the impact of creative.

Link, the long-established ad copy testing solution developed by Millward Brown, provides a set of tools to assess, predict and optimize advertising performance, including benchmarks, SWOT-type analyses and impact assessments for individual ads and multi-media campaigns. Using the Link database, the new Link AI evaluates high volumes of digital video and TV ads in fifteen minutes or less.

The new solution has been developed to allow advertisers and their agencies to evaluate more creative assets, optimize content, and drive media and production efficiencies. Current use cases include: batch testing campaigns and/or competitive ads as they break, pre-screening ads early in the development process and use iteratively through revision stages, and the evaluation of versions of ads for multiple media platforms.

Chris Petranto (pictured), President of Kantar's Analytics Practice for North America, comments: 'Link AI not only provides speed and scale, it leverages extensive training datasets and decades of Kantar's deep human understanding to provide guidance that translates directly to business results. Brands and agencies can therefore be confident that they are making the right creative decisions, backed by experts in the category, with the most accurate and reliable data available today'.

Web site: www.kantar.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.