Kantar Brings Creative AI-Based Testing to Digital Video Ads; launches digital video AI
Data analytics and branded solutions company Kantar globally launched Digital Video AI, a fully AI-powered creative efficiency tool that predicts digital video advertising performance. The tool is designed to assess online video ads against behavioral and creative metrics that drive sales and build long-term brand value. “Our 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.
In an effort to support marketers facing pressures related to speed to market and the fast, high-volume environment of digital ad development, Digital Video AI predicts creative effectiveness 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 has been formed with the industry’s most comprehensive creative efficiency dataset. Digital Video AI will enable marketers, publishers and creative agencies to analyze creative variations and conduct creative competitive analysis quickly and efficiently.
Interestingly, Unilever had partnered with Kantar for the development of digital video AI and tested hundreds of ads on the platform to improve their performance against their efficiency and ROI targets. (KING). Unilever sees itself as a pioneer of pre-testing in the creative development process, said Neha Sharma, Global Head of Brand Engagement at Unilever. “Digital Video AI has allowed us to make quick decisions, choose from our best creations, test video edits and even measure competitor campaigns quickly and at scale,” said Sharma.
“We appreciate Unilever’s long-standing strategic partnership and its participation in this journey of innovation. Worth almost 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 the contribution of digital video to marketing and business goals, ”added Gopinath.
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