In what ways can Kantar enhance its Creative Testing solutions to more accurately predict ad performance across different media channels?

Introduction

To enhance Kantar's Creative Testing solutions for more accurate ad performance prediction across different media channels, we need to take a comprehensive approach that considers evolving user needs, technological advancements, and market dynamics. I'll outline a strategic plan to address this challenge, focusing on key stakeholders, pain points, and innovative solutions.

Step 1

Clarifying Questions

• Looking at the product context, I'm thinking Kantar's Creative Testing solution might be at a critical juncture where traditional metrics are becoming less reliable due to changing media consumption habits. Could you help me understand how the current solution performs across different media channels, and which channels are proving most challenging for accurate predictions?

Why it matters: Determines where to focus our improvement efforts and which channels might require innovative approaches. Expected answer: Digital channels, particularly social media and streaming platforms, are proving more challenging than traditional TV or print. Impact on approach: Would prioritize solutions that address the unique characteristics of digital media consumption.

• Considering user behavior, I'm curious about how advertisers are currently using the Creative Testing solution. Are they primarily using it for pre-launch testing, or is there a demand for real-time optimization capabilities during campaigns?

Why it matters: Influences whether we should focus on improving predictive accuracy or expanding into real-time analytics. Expected answer: Primarily pre-launch, but growing interest in real-time optimization. Impact on approach: Would consider developing a hybrid solution that combines pre-launch predictions with real-time adjustments.

• Thinking about external factors, I'm wondering how recent privacy changes, such as iOS updates and cookie deprecation, have impacted the accuracy of Kantar's Creative Testing solutions. Can you share any insights on how these changes have affected our data collection and prediction models?

Why it matters: Determines the need for alternative data sources or new modeling approaches. Expected answer: Significant impact, especially on digital channels, requiring new methodologies. Impact on approach: Would focus on developing privacy-compliant data collection methods and exploring AI/ML techniques to compensate for data limitations.

• Regarding company alignment, I'm curious about Kantar's broader strategic goals. Is the focus primarily on improving accuracy within existing channels, or is there a push to expand into new media formats or emerging platforms?

Why it matters: Aligns our solution with the company's growth strategy and future vision. Expected answer: Both improving existing channels and expanding into new areas, with a particular interest in emerging digital platforms. Impact on approach: Would design a flexible solution architecture that can easily incorporate new channels and adapt to emerging media formats.