Creative Testing and Optimization

You need to develop ads that capture attention, drive predisposition and deliver ROI across markets, media formats, and channels. LINK creative development, testing and optimization solutions provide a unified approach to content development, supported by industry-leading IP, technology, and brand measurement, so you can act with total confidence.

Our Solutions

The most powerful way to make creative work

LINK+ on Kantar Marketplace is the most powerful, flexible survey-based solution for evaluating and optimizing ads. It brings together the speed of automation with the ability to tailor your project, so you get insights in as few as 6 hours.

Key Features

Cutting edge tech-enabled insights

LINK+ uses neuroscience approaches alongside survey and digital behavioral measures for a complete view of true system 1 reactions to your content.

Support at every stage

Assess anything from storyboard to finished ads across digital, TV, print and outdoor and configure your test to measure only the KPIs that matter to you.

Proven impact on your business

LINK+ is validated to short- and long-term sales so you can predispose more people to your brand and grow faster.

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Take the guesswork out of advertising ROI

LINK AI on Kantar Marketplace is a powerful, artificial intelligence-based tool for testing your digital, TV, print and outdoor advertising. It’s designed for speed and scale and backed by the extensive LINK norms database, so you get decision-quality insights you can trust.

Key Features

Confident decision making

LINK AI delivers decision quality ad effectiveness predictions to an intuitive dashboard in a few as 15 minutes so you can act quickly and confidently.

Comprehensive metrics

It is the only AI solution on the market to predict brand lift along with creative and behavioral effectiveness.

Actionable insight

Results benchmarked to channel-specific norms, so, you have a complete picture of ad effectiveness and know where to put your media investment.

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The most powerful way to nurture creative ideas

LINK qualitative approaches provide early-stage creative development.
They help you inspire, develop and finetune, culturally relevant creative experiences which connect to your brand and audience expectations.

Key Features

Immersive tools

Use the tried and tested ethnographic approaches including immersive unmoderated self-filmed video approaches to capture consumers interaction with your brand

Co-creation tools

Bring together your potential customers, employees and your agency partners in a collaborative moderated group conversation to observe reactions and build upon your advertising concepts.

Diagnostics and optimization tools

Online and face-to-face focus groups to gauge the potential of executional ideas against the LINK creative effectiveness framework

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Optimize early creative ideas and concepts with real-time qual at quant scale

How do you explore emotional reactions and shape early creative before investing further?

Kantar Live brings together the richness of qualitative insight with the speed and scale of quant in a live, expertly moderated session. With AI-powered analysis, tailored discussion guides, and post-session debriefs, you get a clear view of what consumers think, feel and do so you can make confident decisions grounded in real human perspectives and cultural context.

Best suited for when you want to elevate the qualitative voice of the consumer in early-stage creative development, Kantar Live helps you assess emotional responses, understand what your creative is really communicating, and identify where to refine before moving into the next stage of development or further testing.

Key Features

Qual and quant in perfect sync

Capture authentic consumer feedback with emotional depth and measurable scale, all in one live session with up to 100 participants.

AI-enhanced, expert-led 

Make every session count with live moderation, thoughtfully designed creative discussion guides, and AI-powered summaries that surface key reactions and support deeper probing in real time.

Interactive and immediate 

Engage consumers through live voting, polls and multimedia uploads, followed by a post-session debrief with Kantar experts to align on the strongest creative concepts and define actionable next steps.

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Client case studies

Helping Gatorade create strong digital assets

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Validating Google’s ABCD framework with the power of artificial intelligence

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Helping Axe create a progressive approach to content for millennials

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Our Perspectives

How LINK+ elevates the world of ad testing

Brands can now power campaigns forward with precisely the creative insights they need.

Beyond viewability: The role of attention in creative effectiveness

Grabbing attention is the first step to advertising effectiveness, especially in the digital space.

The future is hybrid: combining survey and AI in creative testing to maximize effectiveness

Brands can dramatically increase their creative intelligence by using both survey and AI testing of campaign assets.

Kantar Creative Effectiveness Awards

Discover the most creative and effective ads from 2024, and learn how to predispose more people to connect with your brand.

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Ad testing on Kantar Marketplace

Evaluate TV, storyboard, digital, print and outdoor advertising with agile ad testing solutions. Make confident, data-driven decisions about what works, how much to spend and how to optimise your creative.

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