Creative Testing and Optimisation
Ad Optimisation, Creative Testing and Ad Effectiveness
LINK provides powerful decision intelligence to guide campaign planning and execution.
Our creative development and optimisation solutions are fuelled by the Kantar Intelligence Engine: combining industry-leading IP and expertise, technology and proven brand measurement frameworks which embed intelligence into your workflows that drive confident decisions, real-world outcomes, agility and growth.
Deepest understanding of campaign performance
Proven to predict brand growth and commercial outcomes for a more complete picture of what is driving ROI, with independent validation from the Marketing Accountability Standards Board.
Connected approach through the power of LINK and MDS
Connect your campaign development and optimisation with a consistent approach backed by 35+ years of LINK data and integrated campaign expertise, with Kantar’s Meaningful Different and Salient framework powering your brand growth.
Built for what’s next
Trust in the quality of the data driving your most important marketing decisions with a future-fit data ecosystem and solutions with 89% predictive accuracy vs. traditional methods.
Our Solutions
Confident creative decision at scale
LINK AI on Kantar Marketplace is a powerful, artificial intelligence-based tool for testing your creator, digital, TV, print and outdoor content. It brings decision intelligence into your creative workflows, helping you understand and optimise creative quickly, consistently, and at scale.Key Features
Confident decision making
LINK AI delivers decision quality content effectiveness predictions to an intuitive dashboard in minutes so you can act quickly and confidently.
Consistent measurament at scale
Apply the same proven approach across assets, markets and channels, ensuring comparability and clarity in decision-making.
Actionable guidance
Understand what to improve and where to invest, so every iteration strengthens performance.
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, audio, 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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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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Optimise 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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Case studies
Perspectives
A: Ad screening evaluates ads before launch to ensure they resonate and drive results.
Q: How does creative testing improve campaign performance?
A: It identifies effective elements, helping refine creative for better campaign ROI.
A: Ad effectiveness measures how well campaigns change perception, build preference, and drive sales.
Q: How are creative concepts tested before launch?
A: Surveys, AI-driven analytics, and qualitative feedback help evaluate ad potential.
Ad testing on Kantar Marketplace