Kantar Extends In-Context Options for LINK+, LINK AI
May 6 2025
Kantar is extending its creative effectiveness capabilities across its LINK+ and LINK AI solutions, allowing clients to test creative assets in 'almost any format', including brand experiences and influencer content.
Advertisers using LINK+ can now test creative and digital content 'in context' in 'virtually any channel or format', including local or niche social media networks, and native ad formats, simulating the 'real life' experience of the audience to provide 'more nuanced and accurate' insights into creative effectiveness, according to the firm.
Clients of LINK AI will now be able to test static ads, including digital display, print and outdoor formats, for consistent measurement alongside existing TV and online video testing capabilities.
Kantar says the range of assets for which testing is now possible includes:
- ads in any social media apps, including short-form video formats like Instagram Reels and YouTube Shorts
- ads and native content on web sites
- ads in retail media networks and e-commerce platforms
- audio ads on radio and digital channels, including podcasts / music streaming services
- in-context ads on digital VOD platforms
- in-game ads on consoles like Xbox and PlayStation
- TV, digital and cinema trailers
- influencer content on social media
- event media and sponsorship, and
- digital and in-person brand experiences.
Duncan Southgate (pictured), the group's Global Creative and Media Lead, comments: 'Well-executed ad campaigns are an important driver of brand growth, building meaningful difference as well as mental availability. And with the media landscape constantly changing, advertisers need to be able to test their content in a way that reflects the real context in which people consume ads, to understand how they will perform in the real world. Only 2 out of 3 of the top performing TV ads that we test also score highly in a digital context, so in an economic environment where every penny counts, brands can't risk reusing content without first having a solid understanding of how people will respond to it.'
Early adopter Coca-Cola has used LINK+ to test consumer experience in its
Pick up a Coke, light up the dark campaign, and Creative Strategy Director Grant McKenzie, comments: 'It was incredibly valuable for us to be able to make sure that we weren't just getting carried away by the theatrics and this amazing creative idea but genuinely understanding what the emotional takeaway will be for the consumer.'
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.
