MarketCast on Tuesday introduced Brand Effect Pro, an advertising intelligence platform aimed at helping marketers optimize campaigns across online video, linear TV and social media.
The new product builds on MarketCast’s Brand Effect, a measurement tool that has been used by advertisers and media companies for more than 20 years to gauge how well audiences remembered ads, linked them with the correct brand, and understood their message. Brand Effect Pro expands those capabilities into a web-based analytics platform that emphasizes speed, automation and cross-channel visibility.
The platform offers a centralized “Intelligence Hub” that simplifies reporting and delivers insights quickly, MarketCast said in a press release. It also assigns a single performance score for ads and campaigns across multiple platforms, giving marketers a unified benchmark to evaluate effectiveness.
The system incorporates artificial intelligence to automatically generate insights about which creative executions are most effective on different channels, while a competitive analytics feature allows brands to compare their campaigns against up to five rivals or aspirational competitors.
“Today’s evolving media landscape demands advanced tools that empower marketers to make quick, informed decisions about their ad creative and campaigns,” said Amy Fenton, the President of MarketCast. “With MarketCast cross-channel metrics and AI-powered insights, Brand Effect Pro makes it easier than ever to analyze ad performance and understand whether campaigns are breaking through and driving impact.”
Brand Effect Pro is powered by MarketCast’s “natural exposure” methodology, which collects more than 20,000 daily responses from real audiences as they encounter ads across devices and media platforms. The company said this scale of feedback enables marketers to measure the impact of campaign flighting, assess brand recall, and determine whether an ad increases the likelihood of purchase consideration.
The company has also expanded its coverage of online video ads to reflect the growth of digital platforms. Over the past 18 months, MarketCast said it has increased its measurement of online video by more than 60 percent, now capturing performance data from over 1,500 unique ads each month. The company says this makes Brand Effect Pro the largest platform available for tracking online video and social ad resonance.
MarketCast said the goal of the new product is to provide marketers with the tools to act on data in real time, maximizing the effectiveness of campaigns in an increasingly fragmented media environment.
