NEWS11 October 2022

Kantar adds features to AI predictive tool for digital ads

AI Data analytics Media New business News UK

UK – Kantar has included brand lift metrics in its artificial intelligence-driven predictive tool Link AI for Digital to allow it to forecast digital advertising effectiveness and brand consideration.

Online adverts

Link AI for Digital will now offer three additional metrics – aided awareness, consideration and purchase intent – to help assess digital adverts.

The additions to the tool come as part of Kantar’s global technology innovation programme Katalyst.

Ted Prince, chief product officer at Kantar, said: “We are witnessing an unprecedented shift in the industry, thanks to the rapid evolution of competitive testing tools and the increasing importance of digital advertising for companies of all sizes.

“Link AI for Digital comes to the market to break those barriers and make creative assessments quick and economical.”

Jane Ostler, executive vice-president, creative and media, at Kantar, said: “Integrating brand lift metrics as part of Link AI for Digital advanced analytics set us apart in the industry and empowers advertisers to invest with a level of confidence that was not possible before.

“This is critical to respond to shifts in consumer behaviour, and leverage the power of digital to build brands, drive traffic, and promote products – especially now with digital video and social media advertising playing a bigger role globally.”