MarTech Interview with Julian Highley, EVP, Global Data Science & Product @ MarketCast

Why It Matters

Brand Effect Pro gives marketers rapid, data‑driven insight that improves ad effectiveness and ROI in a fragmented digital ecosystem, while competitive benchmarking helps brands stay ahead of rivals. The blend of real‑consumer data and AI sets a new standard for measurable ad resonance.

Summary

MarketCast introduced Brand Effect Pro, an advanced advertising intelligence platform that delivers next‑day, cross‑channel insights from more than 20,000 daily real‑audience responses and benchmarks performance against up to five competing brands. The solution combines the company’s natural exposure methodology with AI‑enhanced analytics to automatically generate actionable insights, pinpointing which creatives and channel placements resonate in real time. Julian Highley stressed that AI should amplify, not replace, the consumer voice, giving marketers speed without sacrificing depth, and noted that leading brands use AI to monitor ad resonance and adjust spend while campaigns run. He also highlighted Slack’s humorous "The Big Meeting" ad as a prime example of breakthrough B2B creative.