NEWS18 May 2022

Kantar Marketplace launches digital ad testing tool

AI New business News North America

US Kantar has launched Link AI for Digital, an artificial intelligence (AI) advertising testing tool designed for digital advertising formats.

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The tool is now available on Kantar Marketplace, the firm’s agile market research platform. Link AI for Digital is a creative effectiveness solution that predicts a digital ad’s in-market performance.

Link AI for Digital was trained using Link, a normative advertising database consisting of more than 230,000 survey-enabled ad tests and 30 million real human interactions.

Link AI for Digital makes it possible to test digital ads in a wider range of scenarios than before, as well as testing competitors’ ads. In addition, it will enable clients to get feedback on early versions in the creative development process, optimise live campaigns in real-time and test the large volumes of assets associated with digital campaigns.

Commenting on the launch, Will Galgey, executive managing director of Kantar Marketplace, said: “Link AI for Digital is a great addition to the Kantar Marketplace platform, making it an ever-more indispensable part of every marketer’s toolkit.

“Having access to AI-powered and survey-based tools all in one place is transformational for our clients, delivering speed without compromise and enabling them to make effective decisions in our fast-paced world.”

Canvs AI partnership
Kantar has selected consumer insights text analytics platform Canvs AI’s Canvas market researcch tool and incorporated it into its shopper marketing methodologies for in-store and online-communications testing.

Kantar’s Shopper Marketing practice helps retailers understand and optimise purchase journeys, and store, shelf and point-of-sale layouts. Kantar is using Canvs to analyse open-ended responses from creative tests for in-store and online shopper communications.

The Canvs platform automatically analyses the open ends to identify the topics, themes and emotions consumers are talking about, allowing Kantar to identify the right messaging and creative.

“Emotional engagement has been proven to be critical in shopper recall and breakthrough, but finding a consistent methodology for accurately measuring emotion in our creative test was a challenge,” said Cathy Wray, senior director of research and insights for Kantar advisory retail delivery.

“Using Canvs for analysis of open-ended responses in our communications testing gives us a proven and consistent approach for testing and benchmarking emotional engagement at product, brand and category level and, in turn, continue to deliver breakthrough insights for our clients.”