Kantar Enhances Link AI for Digital Tool

Kantar has added three new brand metrics to its Link AI for Digital predictive tool - Aided Awareness, Consideration and Purchase Intent - which it says 'make it possible to forecast digital ad effectiveness and brand consideration in as little as 15 minutes'.

The global group says the upgrade is part of its global technology innovation program, Katalyst. The tool now allows clients to iteratively test likely brand impact and optimise content in real time, perform rapid batch testing and execute creative meta-analysis. Ads can be analysed based on the nature and content of the actual creative, such as humourous content, sustainability, or when the brand first appears - allowing advertisers to identify which are most likely to drive impact across brands and product categories, and which most likely to succeed with different audiences and cultures.

Chief Product Officer Ted Prince says the rapid evolution of competitive testing tools and the increasing importance of digital advertising are combined to cause 'an unprecedented shift in the industry'. He comments: 'Until now, most advertisers had no time or budget for holistic tests before launch. Link AI for Digital comes to the market to break those barriers and make creative assessments quick and economical; campaigns can be tested in minutes to inform tactical and strategic decisions'.

Jane Ostler, EVP, Creative and Media, says the new integration 'sets us apart in the industry and empowers advertisers to invest with a level of confidence that was not possible before'.

Web site: www.kantar.com .