MarketCast Unveils Integrated AI-Human Ad Test Tool

In Culver City, California, market research and intelligence company MarketCast has launched an ad testing tool called Ad Effect Express, combining human research with AI to predict how TV, CTV, and digital advertising will perform across different audience segments.

MarketCast focuses on helping client brands to maximize ad campaign impact and 'amplify brand fandom', using its Brand Effect measurement platform. A year ago it launched a brand tracking solution combining consumer data, ad performance data and a 'brand fandom' framework, to help marketers understand how brand performance is shifting.

The firm says current ad testing is typically either survey-driven with people watching ads and responding to researchers' questions, or powered by AI prediction models with little human input. The new tool promises the best of both worlds, delivering speed, scale and accuracy, with cost efficiencies.

The tool uses the firm's proprietary Audience AI, which is trained on fresh survey data to amplify audience size and project how real people will react to advertising. MarketCast says this allows users to capture subtle nuances often missed by AI solutions used in isolation, but also gives access to hard-to-reach audiences without the heavy costs associated with obtaining audience sample.

Ad Effect Express delivers ad testing research within 24-48 hours of submission and features facial and eye tracking to determine second-by-second emotional reactions to creative. It can also include open-ended questions to provide additional context about advertising predictions.

'Many of today's AI-powered ad testing solutions sacrifice quality for speed by cutting humans out of the process' says CEO John Batter (pictured). 'We believe AI should amplify the voice of consumers in advertising research, not replace them'.

Web site: www.marketcast.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.