Putting real-time ad breakthrough data, competitive analytics, and AI-powered insights in the hands of senior marketers and researchers for the first time

Culver City, Calif., September 17, 2025 — MarketCast, the leading marketing research firm helping brands maximize their advertising impact and amplify brand fandom, today launched Brand Effect Pro, an advanced advertising intelligence solution designed to help marketers optimize cross-channel ad campaigns and make smarter, faster data-driven decisions on in-flight advertising creative.

For over two decades, MarketCast’s Brand Effect has helped advertisers and media sellers understand whether audiences remembered their ads, associated them with the right brand, and connected with the correct message. Now, with the launch of Brand Effect Pro, this legacy evolves into a powerful new web-based analytics platform that streamlines ad measurement and media optimization across OLV (online video), linear, and social, offering:

• Fast, Actionable Measurement: A dynamic Intelligence Hub that simplifies reporting and delivers data-driven insights quickly.

• Unified Cross-Channel: A single ad and campaign performance score that enables marketers to make swift, informed decisions on creative and flighting

• AI-Powered Insights: Automatically generated research insights reveal which creatives resonate on specific media channels, empowering brands to optimize in real-time.

• Competitive Analytics: Benchmark ad performance against up to five competing or aspirational brands, gaining clear insights into market positioning.

“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, 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.”

Powered by MarketCast’s natural exposure methodology, Brand Effect collects over 20,000 daily responses from real audiences, not focus groups, capturing how people engage with ads across media channels and devices. This scale provides marketers with the insights they need to evaluate how media flighting impacts performance and whether audiences remember the ads, connect them to the right brand, and are more likely to consider the brand or product as a result.

In the last 18 months, MarketCast has increased Brand Effect’s OLV coverage more than 60 percent, addressing the growing demand for measurement in the modern advertising ecosystem. The platform now measures more than 1,500 unique OLV ads monthly, making it the largest and most robust platform for measuring OLV and Social ad breakthrough and resonance available today. 

Brand Effect Pro is now available. Learn more: marketcast.com/brand-effect-pro/

With a proven track record in advertising and brand research, Fenton brings a bold vision for the future of insights. Fenton’s deep industry expertise will help propel MarketCast into its next phase of growth, delivering smarter, more strategic value to a dynamic and growing client base.

CULVER CITY, Calif. – July 14, 2025 – MarketCast, a leading technology and data-enabled market research and analytics firm, announced today current Co-President Amy Fenton has been elevated to the position of CEO, effective immediately.

The decision comes at a pivotal moment for the industry, as media fragmentation accelerates and brands face growing pressure to use real-time, predictive data to optimize campaigns and drive measurable sales outcomes.

Fenton is a seasoned advertising and brand executive who’s played a huge role in shaping MarketCast’s research and operations. As an accomplished strategist with over 30 years of experience, her leadership qualities and unmatched industry knowledge will continue to position MarketCast as an essential strategic partner for brand and campaign intelligence solutions — crucial for any company operating in today’s modern fast-moving, media marketplace.

Prior to joining MarketCast nearly three years ago, Fenton held senior leadership roles at top firms, such as Nielsen, Ipsos and Kantar. She currently serves on the Board of

Trustees for the ARF and had previously been a Member of the Board for the National Brain Tumor Society.

"We are confident that Amy will be a tremendous leader for our clients and employees alike," said Ahmed Wahla, Partner with Kohlberg, MarketCast’s lead financial investor. "With a focus on product modernization through AI and data science, client-centric commercial focus, and talent development, Amy’s leadership best positions MarketCast for the future to arm our clients with real time predictive data driving marketing ROI for their enterprise."

Fenton will place an emphasis on innovation, infusing AI across the business to enhance speed and efficiency for MarketCast’s clients, and building out best-in-class ad/brand products to deliver real-time, predictive data that drives sales outcomes.

“MarketCast has an impressive track record delivering world-class insights and data that brands have come to rely on to deliver measurable impact,” said Fenton. “I’m excited to lead the transformation and modernization of our solutions so, ultimately, our clients can successfully compete and win in today’s dynamic media marketplace.”

Paul Forgue, who has been instrumental in advancing analytics on the financial performance of the company and deploying mission-critical technology, will remain as President and CFO at MarketCast, maintaining his leadership role as he oversees the Finance, Legal, and Corporate IT organizations.

MarketCast has evolved from a boutique custom research firm into a leading technology and data-enabled insights and analytics company. Today, MarketCast provides AI-powered advertising research to more than 80 percent of the top U.S. advertisers. MarketCast’s Brand Effect platform is the gold standard for measuring ad breakthrough, while its brand research and data science capabilities are trusted by the world’s most influential marketers to guide creative, media, and brand strategy.