Creative Testing and Optimization
Build stronger campaigns and supercharge the impact of your media investments
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.
Unrivaled depth and breadth
Kantar’s creative expertise is underpinned by the world’s largest ad testing database of 260K ads, allowing you to benchmark across countries and your category.
Proven commercial impact
Research carried out in partnership with WARC shows that the best ads, as measured by Kantar’s LINK testing, can achieve 4X long-term return on your marketing investment.
Agility to match your business demands
Act with speed and confidence, with AI performance predictions in as few as 15 minutes and survey-based insights in as few as 6 hours.
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
Ad testing on Kantar Marketplace