MarketCast Launches Brand Effect Pro to Optimize Cross-Channel Campaigns
'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,' said MarketCast's Amy Fenton
Marketing research company MarketCast said it launched Brand Effect Pro, which it said will help optimize cross-channel ad campaigns and help marketers make faster data-driven creative decisions while their campaigns are in flight.
MarketCast’s 20-year-old Brand Effect product has let advertisers know if audiences remembers their ads and associated them with the correct brands and messaging.
The new product provides web-based analytics that measure campaigns across online video, linear TV and social media.
“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, 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 enables brands to use a dashboard to rapidly understand the ad memorability, ad recall and purchase intent being generated by their campaigns.
That allows advertisers to make quicker decisions around ad resonance and increase investment into effective campaign placements. Or they can tweak the creative messaging, if it isn't connecting.
Brand Effect collects over 20,000 daily responses from real audiences (as opposed to focus groups), capturing how people engage with ads across media channels and devices. MarketCast said this scale provides marketers with the insights they need to evaluate how media flighting impacts performance and whether audiences remember the ads, associate them to the right brand, and are more likely to consider the brand or product as a result.
In the last 18 months, MarketCast has increased Brand Effect’s online video coverage more than 60%, addressing the growing demand for measurement in the evolving advertising ecosystem. The platform now measures more than 1,500 unique OLV ads monthly,
Brand Effect Pro is now available for customers to use, MarketCast said.