What is the Analyser module? 

The Analyser Module for Link AI extends the application of Artificial Intelligence for creative guidance and, adds diagnostic power to help understand why an ad performs and how to improve. 

What features do you get with the Analyser module? 

Additional KPIs: Additional metrics are available on the Analyzer module to help diagnose ad performance. These incremental KPIs are: Awareness Index, Appealing, Brand Difference, Persuasion, Affinity, Relevant, Understanding, Meaningful, Different, and Involvement. 

KPI Trace Lines: Trace lines are the machine’s second-by-second prediction for each KPI based on each scenes scores so that the user can diagnose which scenes impact the KPI the most.  We don't see value in looking at traces in isolated seconds, instead, what we like to point out to clients is the pattern of trend lines – as every trace will have peaks and valleys.  Are they going in the right direction? 

Emotion Snapshot: The Emotion snapshot is the predicted likelihood of an ad to trigger emotions and facial responses, to understand whether the ad drives any emotional reaction among audiences. The emotions we use are scientific terms. But the snapshot is just that – it tells us whether or not the ad is likely to create a positive emotional response (the right side of the chart) or a negative emotional response (the left side of the chart).  We generally see positive results, although many ads that have an element of surprise in them tend to drive higher levels of engagement.   

The Emotion Snapshot is available in these countries:  

Please reach out to your local Kantar client representative if you still have questions on the Analyser Module or Link AI.