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 abstract image

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.”