LOS ANGELES — February 10, 2026 – MarketCast, a leading technology and AI-driven advertising effectiveness firm, today announced the launch of Total Effect, a new unified advertising intelligence solution designed to help marketers understand which creative and media drivers actually deliver results across the full campaign lifecycle. By unifying creative and media intelligence with real consumer response and business outcomes, Total Effect closes the historical gap between creative and media measurement so marketers can understand what’s working, why, and where to optimize next, all with unprecedented clarity and confidence.
“For years, marketers have been forced to choose between creative testing conducted in controlled environments and media analytics that focus on delivery and exposure,” said Lana Busignani, CEO of MarketCast. “Too often, these approaches operate in silos, making it difficult to grasp how creative and media work together in real life, let alone optimize campaigns while they’re in market. Total Effect closes that gap.”
Unifying creative performance, media effectiveness and actual business outcomes into a single, continuous measurement loop, Total Effect combines always-on tracking, cross-channel measurement, and the voice of real consumers responding to campaigns in market. This gives marketers a clearer, more complete view of what’s working and why, as well as what to do next.
“It’s not enough to know something worked. Marketers need to understand what made it a success, and, just as importantly, how they can repeat it. By combining decades of always-on consumer intelligence with AI and additional data sets, we’re finally giving marketers the clarity and confidence they’ve been craving and enabling them to make informed decisions while campaigns are live—and not just after the fact,” Busignani added.
Built on MarketCast’s long-standing expertise in advertising effectiveness, Total Effect analyzes creative and media contribution daily, while measuring campaign performance weekly, allowing marketers to quickly gauge the impact of new or breaking ads as they enter the market. The solution consolidates measurement across Linear TV, Online Video, and Social, providing a unified, cross-channel view of performance. Key features include:
- Unified Campaign Measurement: Connects creative diagnostics, media delivery, and business outcomes into one continuous framework.
- Creative & Media Drivers: Identifies which creative elements and media channels are driving — or detracting from — performance, moving beyond single-ad results to category-level learning.
- Cross-Channel Coverage: Measures performance across Linear TV, Online Video, and Social, giving marketers a consistent view across the full media mix.
- Voice of the Customer, In Market: Combines AI with feedback from real people responding to advertising in the wild, delivering more authentic insight than modeled exposure data alone.
- Competitive & Category Context: Shows how competitors are performing and surfaces patterns that help brands understand the formula for success within their category.
- Actionable Optimization: Delivers clear guidance on which creative or media adjustments will most effectively improve ROI.
Total Effect is now available for advertisers and agencies seeking a more complete, real-world understanding of how their campaigns perform — and how to make them work harder. To learn more, head to marketcast.com/marketcast-total-effect.