MarketCast has introduced Brand Effect Pro, an advanced advertising analytics platform designed to help marketers quickly measure ad performance across video, social, and linear channels while making smarter, data-driven decisions on creative and campaign flighting.
MarketCast, known for its long track record in media analytics and audience research, announced the launch of Brand Effect Pro, the latest evolution of its flagship advertising measurement solution. The new platform provides marketers with a unified view of ad performance across multiple formats and incorporates artificial intelligence to deliver in-flight recommendations.
For more than twenty years, MarketCast’s Brand Effect has been relied upon by advertisers and media sellers to track whether viewers remembered an ad, associated it with the correct brand, and absorbed its message. With Brand Effect Pro, those foundational measures are carried forward into a new web-based interface that aims to streamline how campaigns are monitored across online video, linear television, and social platforms.
Amy Fenton, President at MarketCast, described the launch as a direct response to an increasingly complicated media landscape. “Today’s evolving media landscape demands advanced tools that empower marketers to make quick, informed decisions about their ad creative and campaigns,” she said. “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.”
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A Single Source of Truth Across Media
Brand Effect Pro consolidates cross-channel metrics into a single campaign performance score, enabling marketers to compare effectiveness across platforms and decide whether to adjust creative or change flighting strategies. The system’s AI engine also highlights which creative elements are resonating in different formats, providing brand managers with actionable insights that can improve campaign outcomes in real time.
The platform is further distinguished by its competitive benchmarking capabilities. Advertisers can measure their campaigns against those of up to five rivals or aspirational peers, gaining a clearer view of market positioning relative to other players. By marrying competitive intelligence with its own proprietary exposure methodology, MarketCast is positioning Brand Effect Pro as an end-to-end solution for creative excellence and campaign optimization.
Research at Scale
Much of Brand Effect Pro’s strength lies in its natural exposure methodology. Unlike small focus groups, MarketCast collects more than 20,000 daily responses from consumers exposed to real campaigns across multiple devices. This approach enables a detailed understanding of whether ads are memorable, accurately linked to the intended brand, and ultimately persuasive in driving consideration.
In recent months, MarketCast has scaled its online video measurement significantly. Over the past year and a half, coverage of online video ads has expanded by more than 60 percent, reflecting booming advertiser demand in the digital ecosystem. Today, the platform tracks over 1,500 distinct online video ads each month, making it the most extensive dataset available for gauging breakthrough and resonance in both online video and social placements.
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Meeting the Demands of Modern Marketers
The release of Brand Effect Pro arrives as advertisers face immense pressure to prove campaign performance quickly and to demonstrate return on investment across fragmented media environments. Marketers are expected to make fast decisions on campaign adjustments, yet often lack a consolidated tool that can rapidly connect creative performance to audience outcomes. By unifying channel data and layering in AI-driven insights, MarketCast seeks to address that gap.
The company frames Brand Effect Pro not only as a measurement upgrade, but as a workflow accelerator. The web-based Intelligence Hub facilitates faster reporting and performance translation, ensuring creative and media teams can act on data without waiting for post-campaign analysis. In practice, this approach means advertisers can identify underperforming campaigns earlier and reinvest or optimize to capture greater impact while campaigns are live.
MarketCast expects Brand Effect Pro to play a crucial role for both buyers and sellers in today’s complex marketplace. Buyers gain a more accurate read on whether campaigns are building toward brand equity and consideration, while sellers can demonstrate the value of their inventory with validated metrics that highlight message breakthrough and brand association.
As media continues to fragment and consumer attention becomes ever harder to capture, Brand Effect Pro aims to provide brands with the visibility they need to refine messaging and achieve meaningful impact across all touchpoints. For advertisers navigating tight budgets, increased competition, and heightened accountability, the platform offers what MarketCast argues is a singular benefit: confidence that every creative decision is grounded in authentic audience feedback and comparative data.
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