Back in June, in the sunny south of France, Anastasia Leng (CEO + Founder, CreativeX) sat down with Duncan Southgate (Global Creative and Media Lead, Kantar) on the Future Proof Podcast to discuss the opportunity afforded to brands by Datalink. Find the conversation in full here, Datalink highlights below.
In an increasingly fragmented media landscape, brands are always looking for new signals to understand their advertising. What works? What doesn’t work? Where should they be investing more money?
AI has helped brands unlock datapoints from the creative itself. Providing new pathways to answering the big questions.
However, these data points often remain disconnected and inactionable across a brand's entire creative ecosystem. That disconnect was the central problem Datalink was designed to solve: enabling brands to enrich creative signals, including Kantar’s Link AI metrics, directly within the CreativeX platform.
As Anastasia explained, “What we recognized was that brands relied on Kantar’s dataset to understand: are we making a good advertisement? And then they relied on CreativeX later on in the creative process to determine: was this advertisement done right? But those two datasets have never been combined.”
Link AI is a predictor of creative effectiveness, but layering those signals on top of CreativeX metrics ensures that “it’s a good ad, done right.”
The larger opportunity is to “combine those two things and not only influence creative decisioning but also media decisioning.” This ensures your spend is directed toward ads that score highly for creative effectiveness, as well as digital suitability.
“These are established solutions in the marketplace that have been running in parallel, and many of our clients have asked us to bring them together. The metrics that CreativeX provides brands are complementary to the signals you get through Link AI,” added Duncan.
“It’s a 1+1 = 3 equation… and now we’re trying to automate that.”
