MarketCast Adds CTV Streaming Services to Brand Effect

Los Angeles-based consumer insights and analytics business MarketCast has expanded its Brand Effect ad measurement platform, to provide advertisers with a 'holistic view' of how ad creative is resonating with audiences across CTV, steaming and social media.

Brand Effect (acquired through the takeover of PMI last year) has long been used to understand the influence of advertising on linear TV. 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.

Through a partnership with smart TV viewing data provider Inscape, whose parent company is Smart TV manufacturer VIZIO, Brand Effect has now been expanded to measure the impact of ads across CTV streaming services. MarketCast can now identify audiences exposed to CTV ads on Smart TVs to determine whether viewers can recall ads accurately, connect them to the right brand, and whether ads are influencing the purchase of the advertiser's products and services.

John Batter (pictured), CEO of MarketCast, comments: 'We are thrilled to bring the most innovative version of our ad resonance measurement to market with Inscape's leading TV viewing data. The Inscape team pioneered Smart TV measurement technology, delivering glass-level insights that provide advertisers greater visibility into how their ad creative is performing across CTV services'.

Web site: www.marketcast.com .