At The Market Research Event (TMRE) in Las Vegas, MarketCast’s Julian Highley, EVP, Global Data Science & Product, will take the stage to explore one of marketing’s biggest questions: what truly drives advertising success? His upcoming session, “Creative in Action: Measuring What Drives Results,” will reveal how the next generation of ad measurement connects creative diagnostics with in-market performance—and why it’s time to expand beyond the metrics most marketers rely on today.
Set for October 28 at The Paris Hotel, Highley’s presentation will challenge the industry’s long-held focus on media delivery as the primary driver of results. While roughly 40% of ad success comes from the quality of creative and 45% from media and targeting, most in-market approaches measure only the latter. Highley will outline how MarketCast is helping brands close that gap with AI-powered ad coding and large-scale performance analytics that make creativity measurable.
Without giving too much away, the session will offer attendees a preview of how MarketCast is redefining ad measurement by decoding the ingredients that make creative resonate—tone, emotion, humor, brand presence, music tempo, and more, tying those directly to consumer response and ROI.
“Marketers have spent years optimizing where their ads appear,” says Highley. “Now it’s time to understand why they work. By integrating creative diagnostics with media and sales data, we can finally quantify creative impact and give brands the clarity to invest in what truly drives growth.”
Highley’s session will also touch on MarketCast’s unique ability to scale creative analysis, powered by one of the industry’s largest ad resonance datasets. With more than one million annual survey responses and 70,000 ads evaluated, MarketCast continues to lead the charge in connecting creative quality to real-world performance.
Can’t make the session but want to hear the insights? Reach out – we’d love to connect!