MarketCast adds live diagnostic layer to campaign measurement
MarketCast's 'Total Effect' platform is designed to provide in-flight campaign optimization by diagnosing whether underperformance stems from creative or media placement. The company illustrates its capabilities with case studies demonstrating how retailers had similar improvement potential but required different optimization strategies based on specific diagnoses provided by the platform. This approach aims to move beyond post-campaign reporting to offer actionable insights during live campaigns.
Key Takeaways
- Total Effect is built for in-flight campaign optimization, not post-campaign reporting.
- MarketCast says the platform separates creative performance, media placement, and campaign outcomes into one diagnostic view.
- Retailer A had 17.77% improvement potential, with creative rotation identified as the main lever.
- Retailer B had 14.99% improvement potential, but the platform pointed to pre-testing as the primary fix.
- Retailer D showed 5.56% total improvement potential, with 4.83% tied to creative rotation and only 0.73% to media placement.
Why It Matters
The immediate implication is that MarketCast is pitching measurement as an active decision tool, not a retrospective scorecard. That matters because the examples in the article show similar improvement potential can require different fixes: creative rotation, pre-testing, or a more balanced split between creative and media. For streaming and broader ad tech stacks, the competitive issue is less about collecting more data than connecting creative, placement, and outcomes fast enough to act while a campaign is live. What to watch: whether MarketCast expands beyond the retailer cases and shows the platform surfacing the same kind of lever-specific diagnoses in other campaign types.
Read full article at marketcast.com
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