Kantar Launches Trend Analysis and Creative Test Tools

Kantar has launched a cross-category search prediction tool called Emerging Trends; added a suite of products and enhancements to its creative testing portfolio on Kantar Marketplace; and opened the iLab innovation centre.

The Emerging Trends toolkit applies AI and advanced analytics to eighteen years of search data, thousands of categories, nearly two hundred markets, and billions of data points - using an approach that is machine led, but human-guided based on Kantar's understanding of trend cycles. Through the solution, consumer brands can search data to forecast potential demand across both categories and markets, and explore if trends are likely to 'stick or fade'.

Kantar's creative testing suite includes new capabilities for Link AI for Digital, new formats for the firm's in-market media effectiveness product Context Lab, and a facial coding module in Link Express for Digital. Link AI for Digital can now be used to test digital creative that would normally launch untested - including the creative performance of online video, YouTube, and Facebook ads. The number of formats which can be tested on Context Lab has been increased from eight to Twelve, with the introduction of Facebook Stories, Instagram Stories, YouTube non-skippable ads and 'custom contexts'.

Then from Q4 2022, Kantar will make available its new facial coding module in Link Express for Digital, to provide a 'deeper understanding' of emotional engagement and attention in digital media. In addition, a new diversity, equity, & inclusion (DEI) metric will be integrated into the Link suite.

Separately, the new iLab brings together consumer brands, academia and start-up partners to analyze consumer needs, by experimenting, creating and testing solutions and products. Launch partners for iLab include Coca-Cola, Twitter, Oxford University and Audiense. Cynthia Vega (pictured), iLab Global Partnerships Director, comments: 'Our industry needs to think differently about how we develop innovative products today to answer our client's and consumer's future needs. Our open innovation approach has delivered results for clients, such as Link AI, the automated ad-testing platform which was co-developed with Coca-Cola'.

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.