Mumbai: Data-driven analytics and brand consulting company Kantar has announced that Link AI, its AI-powered ad testing solution is now available on Kantar Marketplace, its market research platform.
Launched in June 2020, Link AI is the first fully AI-powered solution to be featured on Marketplace, said Kantar in a statement, adding that the ‘state-of-the-art creative effectiveness solution’ reliably predicts a TV ad’s in-market performance within 15 minutes and has been already used by its clients including Coca-Cola, Google, and Unilever.
The speed and scalability of Link AI make it possible to test ads for a wider range of scenarios than before. To test competitors’ ads, get feedback on early versions in the creative development process, optimise live campaigns in real-time, or build an evidence base of ad performance across a sector or market.
In 2021, more than 16,000 ads were tested in Link AI. Kantar Marketplace tested over 13,000 creative, media and brand assets and innovation concepts- up 180 per cent compared with 2020 while serving more than 700 clients including Amazon, Audi, PepsiCo, Coca-Cola, Diageo, Johnson & Johnson, Mastercard, Samsung, Reckitt, Vodafone, among others.
Link AI was trained using Link, a normative advertising database that consists of over 230,000 survey-enabled ad tests, 10 years of data, and 35 million real human interactions.
“Link AI is a hugely exciting and innovative addition to our portfolio of agile market research solutions. It is a truly market-leading solution, facilitating ad testing at an unprecedented scale," said Kantar Marketplace executive managing director Will Galgey. "Delivering at incredible speed, combined with the power of the industry’s deepest ad testing database, and available either as self-serve or with optional servicing from Kantar’s expert team, Link AI on Kantar Marketplace should be an indispensable part of any marketer’s toolkit. This is a huge milestone for Kantar Marketplace and for our clients.”
“We know our clients have wide-ranging needs when it comes to creative testing, which requires 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,” added Kantar executive managing director for creative and media Jane Ostler.
