MAM

Kantar's Link AI is now available on its market research platform

Link AI is the first AI-powered ad testing solution to feature on the data-analytics platform.

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/01/28/img_28012022_151452_800_x_800_pixel.jpg?itok=G5r9qi74

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.

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/23/sochers.jpg?itok=lw47gr2x
SoCheers partners with MindPeers to promote employee wellness

Digital agency, SoCheers has partnered with MindPeers, a leading mental strength platform. This association is the agency’s constant and ever-going attempt to create a thriving and conducive work environment for its employees.

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/23/jiten-mahendra.jpg?itok=ADT-JoTW
Byju’s onboards Jiten Mahendra as VP & head marketing

Edtech major Byju’s has onboarded Jiten Mahendra as the new vice president & head marketing.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/23/fcb.jpg?itok=N6dZbm0-
FCB India wins India's First Fusion Pencil at One Show 2022

Mumbai: FCB India wins India’s first Fusion Pencil at the coveted One Show 2022! The agency won this honour for their campaign The Nominate Me Selfie for Political Shakti & The Times of India. FCB also bagged a Silver Pencil for UNAIDS The Mirror - See Me As I Am campaign. The One Show Fusion...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/23/zepto.jpg?itok=npwPI2km
IPL campaign was a critical milestone towards becoming synonymous with quick-commerce: Zepto CMO

MUMBAI: Ten-minute grocery delivery app and the youngest entrant on the quick commerce scene, Zepto launched its latest IPL campaign last week. Crafted by L&K Saatchi and Saatchi, the third film in what has been a high decibel campaign in more ways than one considering it features powerhouse...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/rishad.jpg?itok=kekw9Foq
ML & AI to play a key role for marketers in the third connected age: Rishad Tobaccowala

The world is now entering the third connected age and it is going to have a huge impact on various areas of advertising and marketing.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/udit.jpg?itok=osA1nf5V
Exotel appoints Udit Agarwal as VP and global marketing head

MUMBAI: The leading customer engagement platform, Exotel, has onboarded Udit Agarwal as vice president and global marketing head. He will be responsible for strategic and tactical marketing. Exotel is on a hyper-growth strategy drive and plans to hire 700 new employees this fiscal year. Prior to...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/satya_nadella.jpg?itok=1rgWmDWy
Major League Cricket raises $120 mn funding, Microsoft CEO Satya Nadella among lead investors

MUMBAI: Microsoft CEO Satya Nadella is the leading investor in the $44 million Series A and A1 fundraising round by New York-based Major League Cricket (MLC), a T20 competition featuring six franchises that have been sanctioned by USA Cricket. The league is targeted to launch next year.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/dentsu.jpg?itok=MCa-2QxP
The One Show 2022: Dentsu Webchutney bags 18 pencils for its ‘The Unfiltered History Tour’ campaign.

Mumbai: Dentsu Webchutney, the digital creative agency from dentsu creative group India has once again demonstrated creative excellence with its outstanding performance at ‘The One Show 2022’. The agency converted 21 shortlists into 18 pencils, three merits and a best of discipline across multiple...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/bindu_balakrishnan.jpg?itok=nOn8krgw
Weekend Unwind with: DCMN India's country head Bindu Balakrishnan

With another weekend upon us, it’s the time to unwind with some tete-e-tete that peeks into the mind of a corporate executive. An attempt to get to know the person behind the title a little better, by having them share their nuggets on life and their mantras to deal with the curveballs that life...

MAM Marketing MAM