Kantar Launches Creator Measurement Framework

Kantar has launched a creator measurement framework, as part of ongoing enhancements to its LINK creative effectiveness solutions.

The global agency group says the framework was developed with input from 'some of the world's leading advertisers', and will help marketers 'measure and compare creative performance more consistently across formats, channels and markets.'

With the group's iconic LINK AI offering including analysis of more than 21,000 pieces of creator content, brands can now apply a consistent effectiveness framework across creator content and other assets, and scale creator collaborations without losing control of performance or brand impact. The Framework assesses content across five dimensions: brand power, sales power, engagement, algorithm favourability and cultural power; and compresses them into a new LINK score, Kantar's single measure for creative effectiveness. Kantar says this gives marketers a consistent view of how all creative content performs across channels and formats,' and notes that the score 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.

Also new is an AI powered content optimiser for LINK AI, which advises on how to strengthen creative before launch. Outputs include reduced wasted spend, and stronger in market performance.

Group CPO Ty Ahmad-Taylor (pictured) says of the upgrade: '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.'

Group home page: www.kantar.com .


Embargo information: this item was published after midnight UK time and therefore on 2nd June in the applicable time zone.