About Kantar Creative Effectiveness Awards
Now in its fifth year globally, Kantar’s Creative Effectiveness Awards celebrate the strongest performing ads we have tested over the year.
Fundamentally, understanding how advertising works is about listening to consumers. Our awards are unique because they are the only awards judged by consumers around the world.
Ads shortlisted for our Creative Effectiveness Awards have demonstrated the ability to drive high brand pre-disposition in BOTH the short and long term.
The quantitative scores that we use come from our LINK+ ad testing solution. LINK+ is independently validated to predict how an ad will deliver in both the short term and in terms of future brand demand, and further validation has proved that creative and effective ads are 4 x more likely to see an increase not only in sales and volume but also in actual ROMI ‘profit’.
Over a quarter of a million ads have now been researched via Link, benefitting from not only its predictiveness, but also the diagnostic measures that help to guide ad optimization to maximize results.
The LINK+ measures that underpin our awards are Short-Term Sales Likelihood and Demand Power.
STSL is the probability that an ad will drive a short-term sales response. Demand Power gives a prediction of the likelihood that an ad will contribute to a brand's longer term future demand. We recognize that not all ads seek to do both, but the approach gives a fair assessment and recognizes the power of creative to build brands, not just activate sales. Both of our headline measures are validated against real life outcomes, and both contain metrics that relate to creative impact. That means that using these measures, we are getting a read of both creative excellence and brand outcomes.
The LINK creative development, testing and optimization portfolio will help you build stronger ads and magnify the impact of your media dollars, achieving your commercial objectives and growing your brand faster.
Benefit from a marketing leading unified approach, designed to supercharge your creative effectiveness at every stage of your content development process. LINK will help you develop ads that capture attention and optimize content performance across markets, media formats, and channels. From the big idea to finished execution, our approach to creative excellence is supported by industry leading IP, technology, and brand measurement.
Maximize the ROI and strategic effectiveness of your campaigns with LINK. Request a demo.
