Kantar Introduces AI-Based Marketing Lifecycle Solutions

WPP-owned Kantar has launched four big data and artificial intelligence-based solutions, to help brands, ad agencies and media companies build and measure campaigns across the entire marketing lifecycle.

These new offerings include the Context Lab platform, which can be used to analyse how content performs incrementally better in different environments; helping users choose the right creative for the most appropriate environments; understand potential for influencer or social media performance within a live feed; and optimise ad units for the environment in which they'll run. Next up is the Creative Transport toolset, which can forecast how well creative executions designed for one country will perform in other markets; and then the Balanced Attribution solution allows companies to find the right mix of channels - both online and offline. The latter is built on 10,000 brand lift studies and enhanced with AI capabilities from Kantar's Analytics practice, as well as sales data from Kantar and the firm's partners.

Finally, online platform Enhanced Visual Analytics (EVA) analyses social media imagery at scale, to help brand owners understand how their brand and products are being visually represented. Combining AI and semiotics expertise, EVA has been developed to identify the equity that brands and categories have in culture, helping create 'great content', track brand equity and understand the opportunities in category 'white space'.

CEO Eric Salama (pictured) comments: 'Today's launch illustrates clearly how our innovation delivers meaningful impact for our clients across the whole marketing cycle. From understanding how your brand is perceived and used by consumers in social media, to ensuring investments are repurposed or directed to the right channels through to calculating ROI, it is clear AI is beginning to have a significant impact in the world of marketing.'

Web site: www.kantar.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.