The tools, which were launched at the Cannes Lions advertising conference, include Link AI for Digital, which allows users to test digital creative that would otherwise launch untested, such as online video, YouTube and Facebook advertising.

Link AI for Digital is artificial intelligence (AI)-based and combines these insights with behavioural metrics to examine creative effectiveness, and addition brand lift metric swill be added in the third quarter of 2022.

Kantar has also expanded the formats that can be tested on its Context Lab media effectiveness tool from eight to 12, including Facebook Stories, Instagram Stories, YouTube non-skippable ads and ‘custom contexts’.

Context Lab allows marketers to understand advertising performance across different media environments, allowing clients to optimise their digital and social media activity and quantify campaigns’ impact on the brand.

The ‘custom contexts’ feature on Context Lab will allow users to shift advertising testing to any digital environment, including evaluating content from social media ‘influencers’.

In the fourth quarter of 2022, a new facial coding module will be added to Link Express for Digital, which offers survey-based feedback on digital adverts and recommendations for improvements.

The tool allows users to capture moment-by-moment facial expressions for insights.

Kantar has also added a diversity, equity and inclusion metric to its Link tools to encourage clients to contribute towards a more progressive society.

Jane Ostler, executive vice-president, creative and media, at Kantar, said: “With more than 70% of advertisers growing their investment in digital platforms, the digital space is a priority for Kantar’s innovation agenda.

“Expanding the ad formats that can be tested and making testing easier via the Kantar Marketplace platform empowers advertisers to invest with confidence and helps them maximise their advertising return on investment.”