Ad Measurement Advances with Launch of Brand Effect Pro
MarketCast has introduced Brand Effect Pro, a web-based advertising intelligence solution that builds on its two-decade legacy of ad effectiveness measurement. The platform delivers cross-channel analytics for online video, linear television, and social, providing marketers with faster, AI-powered insights to evaluate and adjust creative while campaigns are in flight.
“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, CEO 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.”
The platform unifies reporting into a single campaign score, benchmarks ads against competitors, and generates automated insights about which creative executions resonate most strongly on specific media. Brand Effect Pro is powered by MarketCast’s natural exposure methodology, which collects more than 20,000 daily responses from audiences across channels and devices. This approach avoids focus groups, instead capturing how people actually engage with ads in real contexts.
The launch follows MarketCast’s recent expansion of online video ad measurement, with coverage up more than 60 percent in the last 18 months. The firm now tracks more than 1,500 unique OLV ads monthly, which MarketCast positions as the largest data set of its kind.
For communicators and marketers, the news signals a broader shift in analytics: measurement is no longer retrospective but increasingly predictive and actionable. As was highlighted during Cannes Lions 2025, MarketCast pointed to the industry’s demand for faster, AI-ready insights in creative development and media planning . Brand Effect Pro represents a continuation of that push, showing how research firms are moving to equip senior marketers and insights leaders with tools that allow mid-campaign adjustments, not just post-campaign reporting.
