Media fragmentation makes it increasingly difficult to prove the real value of advertising investments.
We are pleased to invite you to an upcoming Kantar Belgium webinar, designed for publishers, advertisers and media agencies, where we will showcase how LIFT+ powered by THX enables independent, real-time measurement of real advertising exposure. By means of a large panel using the THX app enabling passive measurement of video, audio, OOH and store visits.
The webinar will include:
- User cases on reach and crossmedia advertising exposure, relevant for media agencies and publishers
- Brand user cases the impact of advertising campaigns on brand lift+ and store visits, illustrating how advertisers use these insights
Join us to discover how real-time, singlesource measurement can support stronger commercial storytelling between publishers, agencies and brands.
Webinar details
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Tuesday, May 5, 2026 |
11 a.m. |
Webinar |
Meet our speakers
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Martine Philippe |
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Inajat Hudajarov |
Globally, brands are investing heavily in customer experience. On paper, it’s working. Satisfaction scores are rising, journeys are becoming smoother, and friction is being engineered out. Despite this progress, growth isn’t keeping pace.
Our latest cross-market analysis uncovers what’s really happening beneath the surface. While most brands are delivering strong experiences, very few are creating the kind of impact that shifts predisposition, pricing power, or market share.
Based on insights spanning markets from Australia to the USA, and sectors including banking, fashion retail, QSR and grocery, our research reveals that functional excellence drives satisfaction, but Meaningfully Different Experiences drive commercial outcomes.
Discover how brands gain the competitive advantage:
- Design for distinct experiences –not just satisfaction – to unlock share and pricing power
- Focus investment on the touchpoints that build predisposition
- Benchmark experience vs. competitors to expose and close the biggest gaps
Read the full report to explore what truly drives brand growth today, and where to focus your experience investments for maximum commercial impact.
Get in touch and let’s rethink your CX
If you’d like to dive deeper into the report, or better understand how our insights can support your customer experience strategy, we’d love to connect. Don’t hesitate to reach out for more information or a personalised discussion.
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Gino De Vooght |
See clearly. Create confidently. Act faster.
Kantar has just launched EvaluateExplorer - our new AI powered innovation solution, powered by Quilt.AI, designed to help teams spot the right opportunity spaces early and turn them into sharp, evidence backed concepts in days, not weeks.
Unlike tools that generate generic ideas, EvaluateExplorer fuses cultural, behavioural, competitive and brand signals to identify opportunities that are truly right for your brand. It then rapidly builds and refines concepts grounded in real human tensions, giving you clarity, confidence and speed - all at a fraction of traditional research timelines.
With EvaluateExplorer, you can:
- Quickly identify brand right innovation routes
- Reduce time and ambiguity in early innovation decisions
- Accelerate the journey from opportunity to concept with robust, human centred evidence
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AI-driven innovation that hits the target Combine the best of human and AI to rapidly identify new opportunity spaces and develop concepts primed to win |
Intelligent innovation that wins
I’d be very happy to share more and explore how EvaluateExplorer could support your innovation pipeline.
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Eduardo D’Ávila Lins de Faria |
Evidence-based insights meet world-class expertise.
In today’s complex markets, brands that win are those grounded in deep market and category understanding, where growth is really coming from and where brands can credibly stretch.
That’s why we’ve expanded our Brand Strategy Masterclass series, with a new masterclass, designed to help teams make smarter, evidence‑based brand decisions in fast‑changing markets.
The new masterclass is focused on Market Understanding, covering questions like:
- How can brands stay relevant in a changing market?
- What’s the best way to prioritise opportunities for your brand?
- Why are human truths so important in identifying growth opportunities?
Sign up to the Masterclass series
Our on‑demand data-packed 30-min masterclass video brings together the latest thinking from Kantar’s brand experts, translating market understanding into clear strategic choices for growth. When you sign up, you’ll receive our new content and the full series, delivered directly to your inbox.
Discover the full Masterclass series
Through our free Masterclass series we want to equip you and your team with the latest data, insights and best-in-class brand expertise to help you shape your brand future.
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How to build emotional brand connection and command a price premium |
Smarter ways to use distinctive brand assets to achieve Brand Equity and Salience |
Super charging growth - the power of strategic brand collaborations |
Elevate Your Marketing Game with Kantar's Expert Insights
We look forward to helping you unlock your brand's full potential through our Brand Strategy Masterclass. Together, let's shape the future of your brand.
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Machteld Andries |
Marketers love the speed and creativity GenAI promises—but consumers aren’t as convinced when it comes to AI-generated ads. So, how do you adopt new ways of marketing without undermining consumer trust or effectiveness?
Join Kantar and Affectiva - iMotions for a revealing session on how consumers really feel about GenAI in advertising. Based on a global analysis of more than 350 ads using AI and advanced facial coding, we’ll show you what works, what doesn’t, and what this means for your creative effectiveness strategy moving forward.
Whether you’re actively experimenting with GenAI or just starting out, this session will guide you on how to create AI-enhanced advertising that feels human and truly resonates.
Don’t miss it—save your spot and get access to the full findings, with real-world case studies you can use to guide your creative decisions.
Discover how the rules of marketing are being reshaped by the creator economy
2026 is already reshaping platforms, culture, and commerce. Social behaviours are shifting, cultural codes are in constant flux, and technology is tightening the window from consideration to choice, changing how brands are discovered, trusted, and chosen.
Yet amid all this acceleration, one signal is clear: audiences are pushing back, seeking connection, credibility, and craft over content that feels engineered for engagement. The brands that translate these shifts into strategy first, will set the pace for the year ahead.
Join us on Thursday, 02 April for an exclusive breakfast bringing together three perspectives you won't find in one room anywhere else: VML's Future 100, Kantar's effectiveness analysis, and Ogilvy Social.Lab’s Social Media Trends, all focused on what matters for marketing leaders in 2026.
Together we will explore:
Cultural Relevance in an Algorithmic World | Kantar
Explore how culture-led marketing drives measurable brand impact in a fragmented media landscape. Anchored in Kantar's 2026 trends analysis, this session will unpack:
- Why top-of-mind awareness is no longer enough and how to earn cultural relevance and machine recognition simultaneously.
- The rising role of creators in delivering authenticity, credibility, and emotional connection.
Social Media Trends 2026 | Ogilvy Social.Lab
The social landscape is entering a new phase, where meaning, not attention, is the ultimate currency. This session will reveal:
- Key shifts in social strategy: moving beyond fleeting views to cultivate deep resonance, foster intimacy in digital spaces, and championing visible human craft.
- The power of creator-led commerce and the "human algorithm" in driving connection and conversion.
The Future 100 | VML
AI is no longer just a tool, it's a collaborator in creativity. Drawing from VML's Future 100 report, this session will explore:
- The emergence of new economic models and global voices reshaping what scales.
- How brands can embrace "courageous creativity" to unlock cultural impact and future-proof their strategies.
Continue the conversation
If you’re curious about what these trends mean for your brand, or want to exchange perspectives on culture, creativity, and effectiveness, feel free to get in touch—we’d love to continue the discussion.
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Isabelle Mérillou |
If AI Is Choosing Brands Before Consumers, Where Does That Leave Yours?
With over 80% of Google travel searches now surfacing an AI Overview and 82% of ChatGPT users turning to AI for travel guidance, travel has become a leading indicator for how AI-driven decision-making is reshaping brand discovery more broadly.
Join us for exclusive new data and travel case studies that uncover what AI-led search means for brand visibility and discoverability across sectors. You’ll learn:
- 📊 The data sources that drive AI responses and citations
- 🌐 Why brand websites remain essential in an AI-filtered journey
- 💛 How Meaningful Difference strengthens a brand’s presence in AI outputs
Register to get ahead of AI-led search and ensure your brand is the one chosen - in travel and beyond.
Brand building in the era of AI Search
𝘏𝘰𝘸 𝘥𝘰 𝘐 𝘮𝘢𝘬𝘦 𝘴𝘶𝘳𝘦 𝘮𝘺 𝘣𝘳𝘢𝘯𝘥 𝘴𝘩𝘰𝘸𝘴 𝘶𝘱 𝘸𝘩𝘦𝘯 𝘢𝘭𝘨𝘰𝘳𝘪𝘵𝘩𝘮𝘴, 𝘯𝘰𝘵 𝘩𝘶𝘮𝘢𝘯𝘴, 𝘥𝘦𝘤𝘪𝘥𝘦 𝘸𝘩𝘢𝘵’𝘴 𝘳𝘦𝘭𝘦𝘷𝘢𝘯𝘵?
Our guide to brand building in the era of AI search breaks down:
- Why AI search is a game-changer for brand building
- Practical steps to keep your brand discoverable and trusted
- How to future-proof your marketing strategy in this new era
Discover how the rules of marketing are being reshaped by the creator economy
Creator marketing is entering a new phase. As culture accelerates and media fragments, creators are no longer just channels for distribution — they are becoming strategic partners in how brands build relevance, connection and growth. The challenge for brands today is not whether to work with creators, but how to do it in a way that feels authentic, strengthens the brand, and delivers measurable impact.
Explore how brands can move beyond chasing trends and engagement metrics, and start building creator partnerships that truly work.
Get access to five unmissable interviews with notable people who are shaping creator marketing, each packed with insights to help you win in the creator economy.
Crack the creator culture codeBrands that crack the creator culture code can grow up to 6x faster. |
Move from control to collaborationCollaboration is the new competitive edge. |
Get ready for the shift
You’re already playing in a market where creators and familiar faces can work — now you need to make it effective and provable.
Creator era in Europe
Europe’s strongest campaigns show creators playing a bigger role than endorsement alone, powering brand growth through meaningful connection. |
The Belgium proof
Belgium is ahead on talent usage in strong campaigns; local talent roles go beyond endorsement. Explore all six insights and see how creativity that connects is driving growth in Belgium. |
2026 expectations: ROI and brand-building metrics take centre stage; cross-channel coherence matters; and brands must balance control with creator autonomy.
Turning Creator Activity into Measurable Impact
Get in touch to explore how your brand can make creator marketing more effective, ensuring stronger brand linkage and clearer measurement beyond views and engagement.
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Sana Hussain |
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Gabriella Harris |
Find out how your brand is doing, and which levers to pull to make a meaningful difference with CX
What if the real driver of brand growth isn’t the campaign you just launched, but the experience your customers quietly live every day? Our evidence shows that experiences can shape brand perceptions more powerfully than advertising ever could—a detail many brands still underestimate.
Brands that deliver experiences that feel meaningfully different don’t just retain customers; they earn the right to grow, to charge more, and to be chosen even when alternatives shout louder.
The real question isn’t just how well you deliver brand‑building experiences today… but how far from your true potential you actually are. Because once you see the benchmark, the gap between where you stand and where you could be becomes hard to ignore.
What builds a brand? Everything!
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Paid media typically only delivers 25% of all touchpoint impact on brand building. |
Other touchpoints product or service experiences, word of mouth, can contribute up to 75% |
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Kantar evidence further shows the commercial power of experience “Brands who improve their customer experience are far more likely to significantly increase their market share.” |
A proven CX framework by Kantar
- Reveals how your brand truly performs on CX.
- Shows whether your experiences are actively building the brand.
- Quantifies how much those experiences drive meaningfulness and difference.
- Pinpoints the growth levers that unlock the full power of experience.
Connect with us to learn more about your brand’s CX performance
If you’d like to dive deeper into the Spotlight on CX Benchmark, access brand‑specific reports, or better understand how our insights can support your customer experience strategy, we’d love to connect. Don’t hesitate to reach out for more information or a personalised discussion.
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Gino De Vooght |
Unwrapping Belgium Creative Effectiveness
Behind the sparkle of Christmas ads lies the data that explains what truly works during the holidays.
The festive season is designed to be felt in the moment. Its effectiveness, however, is best understood once the noise has settled.
Using LINK AI, this report looks back at Belgian Christmas advertising with clarity and distance — translating emotional response into actionable creative principles for the year ahead.
Get in touch
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Sana Hussain |
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Gabriella Harris |
