Kantar expands LINK creative effectiveness testing to cover almost all formats
Kantar has enhanced its Link capabilities, enabling brands to evaluate creative assets across virtually any format.
The announcement:
Kantar is extending its LINK creative effectiveness capabilities, allowing brands to test creative assets in almost any format, including brand experiences and influencer content.
Using LINK+, Kantar’s survey-based creative evaluation and diagnostic solution, brands can now test a wider range of assets, including:
- ads in any social media apps, including short-form video formats
- ads and native content on websites
- ads in retail media networks and e-commerce platforms
- audio ads on radio and digital channels, (such as podcasts and music streaming services)
- in-context ads on digital VOD platforms
- in-gaming ads on consoles like Xbox and PlayStation
- TV, digital and cinema trailers
- influencer content on social media
- ads and sponsorship at events
- digital and in-person brand experiences.
Additionally, LINK+ will have more configuration options to recreate virtually any channel or format for in context testing, such as local or niche social media networks, and native ad formats. This new custom context capability will enable testing of digital content in a way that is true to the real-life experience of the audience, giving brands access to more nuanced and accurate creative effectiveness insights.
In LINK AI, Kantar’s AI-powered ad testing solution, advertisers can now test static ads, including digital display, print and outdoor formats delivering consistent predictive creative effectiveness measurement, alongside existing TV and online video testing capabilities.
Kantar Australia and APAC head of creative Irene Joshy says, “Kantar is providing unprecedented access to creative effectiveness for all our clients.”
“Our latest expansion ensures that we can optimise any media or format, from early-stage ideas to influencer content. Quickly ensure your campaign’s creative effectiveness in the time it takes to make a cup of coffee.”
Coca-Cola is an early adopter of the new LINK+ capabilities, using it to test consumer experiences that formed part of their Global Kantar Creative Effectiveness Award-winning ‘Pick up a Coke, light up the dark’ campaign.
Grant McKenzie, creative strategy director at Coca-Cola, says “For brands to be relevant, they need to provide genuine value to the consumer and make some kind of difference in their lives. What we learned from the process of testing and understanding more about the ‘Pick up a Coke, light up the dark’ experiences, is that if we want those moments to really matter and to really have that emotional resonance, we need to understand how they’re going to land before anyone even steps in that space. It was incredibly valuable for us to be able to make sure that we weren’t just getting carried away by the theatrics and this amazing creative idea but genuinely understanding what the emotional takeaway will be for the consumer.”
Source: Kantar
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