Updated Kantar tool ‘can predict an ad's effectiveness within 15 minutes’

Link AI for Digital lets brands test their own, and competitors, digital campaign assets ads in a wider range of scenarios than before. Can AI reduce the time, scale and costs of the creative development process?

Kantar has made its fully AI-powered ad testing solution for digital campaign assets, Link AI for Digital,  available on its market research platform Kantar Marketplace. The measurement company claims the tool can predict a digital ad’s in-market performance in as few as 15 minutes.

Link AI for Digital was trained using Link, a normative advertising database which consists of over 230,000 survey-enabled ad tests and 30 million real human interactions.

The tool makes it possible to:

  • Test digital ads in a wider range of scenarios than before
  • Test competitors’ ads
  • Get feedback on early versions in the creative development process
  • Optimise live campaigns in real-time
  • Test the large volumes of assets associated with digital campaigns

The addition of the solution to Kantar Marketplace is designed to help clients test digital ads at speed, and access insights from AI and survey-based studies in one place. The tool launched with “progressive pricing packages” pitched at companies of varying sizes. 

Commenting on the launch, Will Galgey, Executive Managing Director, Kantar Marketplace, said: “Having access to AI-powered and survey-based tools all in one place is transformational for our clients, delivering speed without compromise and enabling them to make effective decisions in our fast-paced world. This is an exciting milestone for Kantar Marketplace.”

Launched in mid-2019, Kantar Marketplace is available in 70 countries, and is designed to deliver “decision-quality insights at speed”, such as brands seeking feedback on an idea, developing a new product, or  launching a campaign. 

In 2021 Kantar Marketplace achieved 120% year-on-year growth, surpassing cumulative revenues since launch of $100 million, with more than 1,000 client organisations now taking advantage of the platform

Jane Ostler, EVP, Creative and Media Solutions, Kantar, added: “Link AI for Digital is a powerful artificial intelligence tool, which gives marketers the insight they need to respond to the specific challenges of the fastest-growing, most used marketing channel in the world. Given ever-increasing digital budgets, knowing which versions of ads will deliver the greatest ROI, and better understanding the performance of competitor ads, become more and more important.”

The launch is part of Kantar’s ongoing investment in its digital solutions wrth “several significant enhancements” planned for 2022.