Kantar's exploration into creative effectiveness has succeeded in identifying the 5Cs that distinguish impactful advertising from ordinary attempts. Amid growing demands for content and fragmented audiences, marketers are pressured to substantiate their creative efforts with data. AI-powered creative testing tools are now capable of predicting ad performance based on consumer response data, enabling marketers to optimize campaigns proactively. Kantar's LINK AI tool has specifically analyzed data from prestigious advertising awards to extract insights into what drives audience engagement and brand recall, addressing the challenges faced by today’s advertisers in a rapidly evolving landscape.
Kantar has decoded the patterns behind award-winning ads, revealing the 5Cs that separate the 'meh' from the memorable.
The new generation of AI-enabled creative testing tools predicts how well an ad will perform before it goes live, helping marketers maintain quality at scale.
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