Kantar has launched the Creator Content Effectiveness Framework, a new effectiveness measurement tool developed with input from some of the world’s leading advertisers and creator content partners.
It will form part of Kantar’s LINK creative effectiveness solutions and will help marketers maximise the return on investment from Creator content.
The challenges marketers face today are also opportunities: the challenge of creating great content across different platforms and formats, partnering with creators/influencers as voices of their brands to be present in fast culture and creating synergistic campaigns. When done well, these will turbocharge brands and businesses.
The Kantar Creator Content Effectiveness Framework closes the loop of the content ecosystem intelligence to provide clients with clear performance indicators for their campaigns across screens.
Kantar’s Media Reactions study reveals a net 61 per cent of marketers globally plan to invest more in creator content this year. Yet just 27 per cent of creator content currently ties back to the brand, reflecting the challenge of making the right investment decisions in a fast-moving and hyperactive landscape.
With platform-specific benchmarks based on analysis of more than 21,000 pieces of creator content, brands can now apply a consistent effectiveness framework across creator content and other assets, and scale creator collaborations without losing control of performance or brand impact or authenticity of their influencers.
The Creator Content Effectiveness Framework is one of its kind and assesses content across five dimensions that drive creator performance: brand power, sales power, engagement, algorithm favourability and cultural power.
Kantar Australia and APAC head of creative Irene Joshy said: “The demand to get everything right, everywhere and all at once is an imperative for business and brand success.”
“Within that, Creators are powerful socio-cultural currency, so this new solution is a much-awaited addition to our portfolio. It would not be an exaggeration to say that Kantar’s consumer and AI-powered creative intelligence isn’t just leading the curve. It’s defining it.”
Performance measures are now condensed into a simplified and customised new LINK score – Kantar’s single intelligence measure for creative effectiveness. This gives marketers a consistent view of how all creative content performs across channels and formats, so they can manage increasingly complex campaigns and growing asset volumes with confidence.
This simplified effectiveness measure can be embedded into brands’ existing martech platforms so that CMOs and their teams can assess, predict and improve creative effectiveness in the tools they already use to create content. Powered by a new Kantar API, this makes it easier than ever for a whole marketing organisation to understand what works in the moment, guiding better decision-making.
Additionally, a new AI powered Content Optimiser for LINK AI guides teams on how to strengthen creative before launch. It produces visualised recommendations for static and video content that put optimisation advice into action, to reduce wasted spend and ensure stronger in market performance.
Ty Ahmad-Taylor, chief product officer, Kantar, said: “Less than a third of creator content delivers measurable results for the brand, so marketing teams need predictive creator effectiveness measures that actually reveal what works. Otherwise, they risk wasting valuable budget.”
“LINK AI for creator content replaces guesswork with consistent measurement that empowers brands to look past vanity metrics and focus on what drives impact, cultural relevance and growth. Now that LINK plugs straight into the platforms and tools marketers use every day, teams can make faster, smarter creative decisions at every step.”
