Major Upgrade for MarketCast's Brand Effect Solution

In Culver City, CA, research firm MarketCast has launched Brand Effect Pro, an enhanced version of its ad intelligence solution, which it says will help marketers optimize cross-channel ad campaigns in-flight.

The Brand Effect solution, used to understand the influence of ads on consumer affinity and consideration, purchase intent and lift, was part of Nielsen's portfolio before being acquired by Phoenix Marketing International in 2018. MarketCast acquired it along with Phoenix four years later. The latest iteration of its survey engine connects with more than 15,000 people daily and uses data science to measure audience feedback about ad and brand recall, ad likeability, and intent to purchase.

With the launch of Brand Effect Pro, the solution has evolved into a web-based analytics platform that streamlines ad measurement and media optimization across online video, linear TV and social media. The Pro version features a dynamic Intelligence Hub that simplifies reporting and delivers data-driven insights quickly; a single, cross-channel ad and campaign performance score; automatically generated AI-powered insights into which creatives resonate on specific media channels; and the ability to benchmark ad performance against up to five competing or aspirational brands, for clear insights into market positioning.

MarketCast says that in the past eighteen months it has increased Brand Effect's OLV (online video) coverage more than 60 percent - it now measures more than 1,500 unique OLV ads monthly, making it 'the largest and most robust platform for measuring OLV and Social ad breakthrough and resonance available today.'

Company President Amy Fenton (pictured) says Brand Effect Pro 'makes it easier than ever to analyze ad performance and understand whether campaigns are breaking through and driving impact.'

Web site: www.marketcast.com/brand-effect-pro .

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