NEWS26 January 2022

AI-powered ad testing comes to Kantar Marketplace

AI Media News UK

UK – Kantar’s AI-powered ad testing solution, Link AI, is now available on Kantar Marketplace, its agile market research platform.

TV advertising

Launched in June 2020, Link AI is the first fully AI-powered solution featured on Kantar Marketplace. Already used by clients including Coca-Cola, Google and Unilever, Link AI is a state-of-the-art creative effectiveness solution, said to be able to reliably predict a TV ad’s in-market performance within 15 minutes.

Link AI was trained using Link, the world’s largest normative advertising database, which consists of more than 230,000 survey-enabled ad tests, 10 years of data and 35 million real human interactions.

The speed and scalability of Link AI makes it possible to test ads for 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; and build an evidence base of ad performance across a sector or market. Last year, more than 16,000 ads were tested in Link AI.

Commenting on the this latest innovation, Will Galgey, executive managing director at Kantar Marketplace, said: “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.

“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.”