Marketing data and analytics firm Kantar has carried out a major expansion of its LINK ad testing solutions, significantly enhancing advertisers’ ability to measure creative effectiveness across an extensive range of media formats. The upgrade spans both LINK+ and LINK AI platforms, enabling brands to evaluate everything from influencer content to in-game ads, ensuring campaigns resonate effectively with modern audiences.
With these expanded capabilities, advertisers can replicate real-life media environments through LINK+’s new “custom context” configuration options. This enhancement enables brands to simulate and test how content will perform in specific channels or niche platforms, offering deeper and more accurate insight into consumer response.
Meanwhile, LINK AI—Kantar’s AI-powered ad testing platform—is also getting an upgrade. Clients can now test static ads across digital display, print, and outdoor formats, complementing its existing capabilities in video and TV. This extension provides a more consistent, predictive measure of creative effectiveness across media types.
Duncan Southgate, Global Creative and Media Lead at Kantar, emphasized the importance of contextual testing in today’s complex advertising ecosystem:
“Well-executed ad campaigns are key to brand growth, driving both emotional impact and mental availability. With only two-thirds of top-performing TV ads also resonating in digital contexts, brands can no longer afford to repurpose content without understanding how it will be received in real-world settings,” he said.
Kantar’s expanded LINK solutions underscore its commitment to helping brands navigate an ever-evolving media landscape with tools designed to ensure creative success—wherever audiences are.
