Kantar's Marketplace expands Creative & Media effectiveness solutions
Kantar, the world’s leading data-driven analytics and brand consulting company, is continuing to invest in technology to elevate insights for the past few years. It is an integral part of its growth strategy to help clients leverage the power of AI, technology and big data at speed and scale to uncover emerging trends.
The company is also investing in wider solutions covering creative and digital testing, concept and innovation testing through the Kantar Marketplace platform. Launched in 2020 in India, Kantar Marketplace is a market research platform that empowers insights professionals, marketers and agencies to build meaningfully different brands with speed and agility. It is the only market research platform with solutions that have been independently validated to predict sales and brand growth.
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In India, Kantar Marketplace is gaining traction with its innovation suite in concept and pack testing. This is likely to gain even more momentum as Kantar launches Link Now, Link Express for Digital and Context Lab solutions, as part of the creative and media effectiveness solutions, respectively, to help clients maximize returns on digital campaign investment. Advertising Spend on digital marketing is at an all-time high. As per a report by Dentsu, India’s digital ad spend reached Rs.18000 crores in 2021.
For Kantar, the biggest driving force behind Kantar Marketplace has been the belief that agility is more than just speed and cost. It is the ability to test and learn in a robust, scientific manner. Kantar Marketplace provides agility without compromising on quality so that clients get all of the research rigour and validation that Kantar is known for, at speed. Clients can immensely benefit from the platform, with Kantar experts providing incisive actionable insights.
Soumya Mohanty, MD - Client & Quantitative, India, Insights Division at Kantar, said, “Marketing spends are shifting online and so is the need to get a better assessment of ROI and creative impact, beyond the standard engagement metrics. In this always on digital world where content is getting generated continuously, we need a holistic understanding of the interplay of story, context, placement, format and channel. Kantar offers a synergistic suite of Creative and Media solutions, now available on Kantar Marketplace, which gives you insights at speed but also with the precision that the Kantar frameworks offer.”