Kantar Adds Link AI Ad Tester to On-Demand Platform

Kantar has made its Link AI ad testing solution available on the Kantar Marketplace on-demand research platform.

Link AI is a fully automated, artificial intelligence-powered tool, designed to predict a TV ad's in-market performance within fifteen minutes. It is trained using Link, the long-established ad copy testing solution developed by former Kantar brand Millward Brown, which comprises more than 230,000 survey-enabled ad tests, ten years of data, and 35 million 'real human interactions'.

According to Kantar, the speed and scalability of Link AI makes it possible to test ads for a wider range of scenarios, including to test competitors' ads, get feedback on early versions in the creative development process, and optimize live campaigns in real time, and to build an evidence base of ad performance across a sector or market. Available either as self-serve or with optional servicing from Kantar's team, the solution is now available on the Kantar Marketplace, which combines validated sample reach with quick turnaround self-serve custom surveys. Last year, the Marketplace was used to test more than 13,000 creative, media and brand assets, and innovation concepts.

Executive MD, Creative and Media Jane Ostler (pictured) comments: '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'.

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.