Creative Testing and Optimisation

You need to develop ads that capture attention, drive predisposition and deliver ROI across markets, media formats, and channels. LINK creative development, testing and optimisation 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 optimising 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 behavioural 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 behavioural 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 optimisation 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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Client Case Studies

Helping Twinings with end-to-end creative development

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

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Inspiration

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. Since creative quality is one of the biggest determinants of how much attention you’ll receive, it is critical to comprehensively measure attention during the creative development process.

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

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

Connecting with men: how brands can decode modern masculinity

Explore how breaking stereotypes drives stronger connections with brands, predisposes more people, and promotes social change.

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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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