June 24, 2024


Studying business science

MarketCast Acquires Phoenix Marketing International to Expand its Media and Advertising Analytics


MarketCast accelerates its promotion efficiency research, testing, and measurement with the addition of Phoenix’s individuals and platforms

LOS ANGELES, March 24, 2022 /PRNewswire/ — MarketCast nowadays announced the acquisition of Phoenix Advertising and marketing Intercontinental, a primary analysis and analytics company that specializes in promoting measurement. With Phoenix, MarketCast is accelerating its promoting effectiveness skills, and attaining a impressive portfolio of investigation goods that span the full promotion lifecycle, from identifying what individuals believe about pre-launched ads to measuring how adverts impact purchaser beliefs and behaviors.

The Phoenix Brand Effect platform (formerly Nielsen TV Brand Effect) is considered the standard for measuring ad performance, including the influence of ads on consumer affinity and consideration, and purchase intent and lift.

With Phoenix, MarketCast is accelerating its advertising success know-how.

As media use shifts, advertisers are challenged to deliver the right marketing messages and innovative to engage and convert audiences. Phoenix is recognised for its lightning-speedy ad screening and measurement insights. The firm’s Phoenix Brand Influence platform (previously Nielsen Television set Brand name Outcome) is thought of the normal for measuring advertisement functionality, together with the impact of advertisements on client affinity and thing to consider, and buy intent and lift. These days, the organization exams and actions hundreds of adverts annually, gathering essential responses about promotion storylines, innovative features, and messaging from core audience segments.

“The acquisition of Phoenix supports MarketCast’s vision of generating the most tech and information-ahead study business enterprise on the planet, the place key analysis is combined with massive knowledge to identify what admirers view, invest in, and pay attention to most, and why they decide on to check out, acquire, and listen,” said John Batter, CEO of MarketCast. “We see remarkable chance to provide these two businesses alongside one another, combining our exceptional media analysis and massive details knowledge to innovate new advert usefulness remedies.”

Merged, MarketCast now features more than 100 technologists and info researchers and 400 quantitative and qualitative scientists qualified in media and brand promoting exploration and analytics. Phoenix will reward from MarketCast’s big info skills, including its Wise Tv and advertisement attribution measurement capabilities, to deliver even additional benefit to promoting shoppers. Together, MarketCast will aid advertisers and media corporations uncover further audience insights, with a lot more granularity, to improved recognize and predict promoting efficiency.

“We are very psyched to be part of MarketCast, a crew that shares our widespread values, passion, and eyesight for the long run of promoting study and technological innovation,” reported Allen R. DeCotiis, Ph.D., Founder and CEO of Phoenix. “With a impressive portfolio of media and advertising research and a file of doing work with the most important names in enjoyment, sporting activities, and know-how, MarketCast is the suitable house for Phoenix’s folks, platforms and clientele, and we glimpse ahead to beginning this new chapter of growth and innovation together.”

MarketCast is creating upon an already solid basis in promotion efficiency in media, amusement, and sporting activities, which right now involves far more than 3,000 Television and digital advertisements examined every year with hundreds of thousands of enthusiasts. The addition of Phoenix helps MarketCast broaden its measurement further than media and enjoyment to assistance significant brand name advertisers, which include major telecommunications companies, automakers, financial expert services, and CPG makes. It also introduces Phoenix’s clients to MarketCast’s quantitative and qualitative study, which is trustworthy by leading media and know-how companies.

The Phoenix group, which contains researchers, details analysts, merchandise leaders, and engineers, will join a increasing MarketCast firm, which characteristics leaders from Nielsen, Gracenote, Omnicom, Comscore, Content+, Kantar, Netflix, and Dreamworks. Earlier this yr, MarketCast acquired actual-time leisure analysis system, Invoke, and, in late 2020, obtained and integrated info science chief, Deductive.

About MarketCast
MarketCast study, analytics and details science fuels fandom for leading studios, entertainment platforms, athletics, and way of living models. Our distinctive blend of analysis analytics is merged with major details science to supply customers potent insights to advise their most important small business conclusions. Today, MarketCast counts some of the most significant names in amusement as clients, which include leading Hollywood studios, streaming providers, online video game titles publishers, way of living manufacturers and athletics leagues and teams.

Press Contacts
Graham McKenna
[email protected]


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