As media consumption shifts, advertisers are challenged to ship the precise advertising messages and inventive to interact and convert audiences. Phoenix is understood for its lightning-quick advert testing and measurement insights. The corporate’s Phoenix Model Impact platform (previously Nielsen TV Model Impact) is taken into account the usual for measuring advert efficiency, together with the affect of adverts on shopper affinity and consideration, and buy intent and raise. Immediately, the corporate assessments and measures hundreds of adverts yearly, gathering essential suggestions about promoting storylines, artistic components, and messaging from core viewers segments.
“The acquisition of Phoenix helps MarketCast’s imaginative and prescient of making essentially the most tech and data-forward analysis enterprise on the planet, the place major analysis is mixed with huge information to find out what followers watch, purchase, and take heed to most, and why they select to look at, purchase, and hear,” stated John Batter, CEO of MarketCast. “We see large alternative to carry these two companies collectively, combining our distinctive media analysis and large information experience to innovate new advert effectiveness options.”
Mixed, MarketCast now boasts greater than 100 technologists and information scientists and 400 quantitative and qualitative researchers expert in media and model promoting analysis and analytics. Phoenix will profit from MarketCast’s huge information experience, together with its Good TV and advert attribution measurement capabilities, to ship much more worth to promoting shoppers. Collectively, MarketCast will assist advertisers and media firms uncover deeper viewers insights, with extra granularity, to higher perceive and predict promoting efficiency.
“We’re very excited to hitch MarketCast, a crew that shares our widespread values, ardour, and imaginative and prescient for the way forward for promoting analysis and know-how,” stated Allen R. DeCotiis, Ph.D., Founder and CEO of Phoenix. “With a strong portfolio of media and promoting analysis and a document of working with the most important names in leisure, sports activities, and know-how, MarketCast is the best residence for Phoenix’s folks, platforms and shoppers, and we look ahead to starting this new chapter of progress and innovation collectively.”
MarketCast is constructing upon an already strong basis in promoting effectiveness in media, leisure, and sports activities, which as we speak consists of greater than 3,000 TV and digital adverts examined yearly with tens of millions of followers. The addition of Phoenix helps MarketCast develop its measurement past media and leisure to help giant model advertisers, together with main telecommunications firms, automakers, monetary providers, and CPG manufacturers. It additionally introduces Phoenix’s shoppers to MarketCast’s quantitative and qualitative analysis, which is trusted by high media and know-how firms.
The Phoenix crew, which incorporates researchers, information analysts, product leaders, and engineers, will be a part of a rising MarketCast group, which options leaders from Nielsen, Gracenote, Omnicom, Comscore, Materials+, Kantar, Netflix, and Dreamworks. Earlier this 12 months, MarketCast acquired real-time leisure analysis platform, Invoke, and, in late 2020, acquired and built-in information science chief, Deductive.
About MarketCast
MarketCast analysis, analytics and information science fuels fandom for main studios, leisure platforms, sports activities, and way of life manufacturers. Our distinctive mixture of analysis analytics is mixed with huge information science to offer shoppers highly effective insights to tell their largest enterprise choices. Immediately, MarketCast counts a few of the largest names in leisure as shoppers, together with main Hollywood studios, streaming providers, video video games publishers, way of life manufacturers and sports activities leagues and groups.
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Graham McKenna
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