Kantar brings creative AI testing to digital video advertising
Kantar, a global leader in data-driven analytics and branded solutions, today announces the global launch of Digital video AI, a fully AI-powered creative efficiency tool that predicts the performance of digital video advertising.
Building on the launch of Link AI for TV advertising in 2020, Digital video AI is a cutting-edge creativity measurement tool designed to assess online video ads against behavioral and creative metrics that drive sales and build long-term brand value.
Designed to support marketers facing the pressures of speed to market and the fast-paced, high-volume environment of digital ad development, Digital video AI predicts creative efficiency in less than 15 minutes. Powered by Link, Kantar’s widely validated database of over 230,000 ads, the AI engine behind Digital video AI was formed with the most comprehensive creative efficiency data set in the industry. With low monthly subscription prices to fit digital production budgets, Digital video AI enables marketers, publishers and creative agencies to analyze creative variations and conduct creative competitive analysis quickly and efficiently.
Unilever has partnered with Kantar through the development of Digital video AI and has tested hundreds of ads on the platform to improve their performance against efficiency and ROI targets. “At Unilever, we see ourselves as pioneers in pre-testing the creative development process,” said Neha Sharma, Global Brand Engagement Lead, Unilever. “Digital video AI allowed us to make quick decisions, choose from our best creations, test video edits, and even measure competitor campaigns quickly and at scale. “
“Research * shows that 49% of advertisers plan to increase the use of AI solutions to evaluate creatives. Our goal is to transform the creative process, leveraging AI and other advanced technologies to maximize efficiency, ”said Dinesh Gopinath, global product manager for Kantar’s Analytics practice. “We appreciate Unilever’s long-standing strategic partnership and its participation in this journey of innovation. At nearly half a trillion dollars this year, digital ads will account for over 60% of total ad spend **. Digital video AI is a great new way to make smarter, faster decisions to optimize digital video’s contribution to marketing and business goals.
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